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.

(TM and Copyright 2016 CBS Radio Inc. and its relevant subsidiaries. CBS RADIO and EYE Logo TM and Copyright 2016 CBS Broadcasting Inc. Used under license. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

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  1. Connie says:

    I just saw a news story about these new blocksels (or whatever their called), but in the story he was talking about people building a game and mentioned a bomb in the story!!! Why would we encourage children and young adults to do this??? Especially with the times we are having. Seriously!!!!!

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