These cute and interactive little toys are called Suwappas and can be "brought to life" by activating an app. Simply point your mobile device at one of the Suwappas and, although it may look like it's sat there minding its own business, you can suddenly see it talking, moving, changing its features and even its surroundings all through your phone.

According to Geek.com, Dentsu thinks Suwappa is a "new kind of content platform, with various exciting social, creative and commercial possibilities" and we couldn't agree more! It seems that in order to really stand out from the crowd nowadays, products, services and brands need to integrate all of their activity, fusing toys and physical products with apps and digital innovation.