ST. LOUIS (KMOX) – Just ahead of the busy holiday shopping season, homegrown video game start-up Pixel Press has a product that will join the likes of Barbie dolls and Hot Wheels cars.
Pixel Press and toy giant Mattel will work together on manufacturing and distributing Bloxels, a kit used to build video games by playing around with blocks — no computer coding required.
Co-founder and CEO Robin Rath told Total Information AM on KMOX how Bloxels works. The starter kit comes with a game board as well as 320 colored blocks in eight different colors.
“When you place the blocks on the game board, each block represents a different video game object — so, green is ground, yellow is coins, blue is water,” he explains. “When you take a picture of it with your tablet or phone, it instantly turns it into a video game room.”
“Bloxels is an amazing technology that is unlike anything on the market,” Mattel’s Global Director of Brand Marketing Steve Ziemniak said in a news release, adding, “this fall fans of all ages will be able to play with this state-of-the-art video game builder.”
It’s already on some store shelves. Rath says even with a limited release so far it’s seen a lot of success.
“Mattel is going to give us the horsepower to manufacture more units,” Rath adds Mattel will provide a marketing boost.
Come October, look for boxes of Bloxels at stores including Toys R Us, Target and Barnes and Noble. Rath says he’s also just met with GameShop and a partnership with Macy’s may be forthcoming as well.
Pixel Press is based on Olive Street in downtown St. Louis.
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