NEW YORK, Feb. 13, 2012 /PRNewswire/ -- New York International Toy Fair -- More than 4.5 million MushABelly® plush collectibles have already captured hearts worldwide. Now all new MushABelly collectibles will include a cutting-edge 3D augmented-reality game that makes kids' favorite MushABellies come to life, right in their own living room, as they watch "Magic Before Your Eyes"™.

Augmented-reality (AR) technology is the hottest trend in apps, and Jay@Play is the first toy manufacturer to combine plush with a game experience for the entire family. MushABellies' new 3D augmented-reality game, powered by Jay@Play's ToyTube Network™, blends the game world and the real world using a smartphone device and exclusive, patented augmented reality from Gravity Jack.

Play right on your coffee table, rug, bedspread or anywhere you choose! Hold the virtual MushABellies in the palm of your hand or play catch with them in your kitchen, and listen to their hilarious sound effects. MushABellies love to be tickled, and each character has unique behaviors, sounds and treats.

Using a Toy Tube Tracker Card, launch MushABelly Mungo Monkey at the target barrel to score lots of banana points. Quickly tap them with your fingertip to earn more points. Move the Toy Tube Tracker Cards to make the game more challenging.

Six new MushABelly characters will debut in 2012: Heckle the Hedgehog, Buzzie Bee, Mungo Monkey, Racket Raccoon, Finless Frog, and Conan Cow. All are featured in the MushABelly games.

The Free MushABelly App is now available in the Apple App Store and soon to be in the Android Marketplace. At launch, supported devices will include the iPad 2, iPhone 4, iPhone 4S, and soon to include Android 3.0+ operating systems and more.

To see a demo of the app right in the toy aisle, simply download the MushABelly app and aim your device at the ToyTube logo on the MushABelly package. Or visit www.toytubenetwork.com.

The MushABelly augmented-reality app was developed in partnership with Gravity Jack, the industry's leading developer of augmented-reality games and apps. Gravity Jack's patented augmented reality technology allows for the recognition and tracking of real world images and objects, instantly displaying fully interactive games, multimedia content, and more. As seen in the MushABelly App, this one-of-a-kind technology allows this information to be displayed, directly in a real-time scene, when viewed with a smart device. The MushABelly App promises to be just the start of many revolutionary new interactive ways to play, thanks to the ongoing partnership between industry leaders Jay@Play and Gravity Jack.

Come play with us at Toy Fair! Press samples and high-res images are available upon request.

Toy Fair – Booth 1783

Download MushABellies in the Apple App Store

Jay@Play Toy Fair 2012 Virtual Press Office

About Jay@Play: 

Jay@Play International was established in 2004 and is a Hong Kong-based company with a showroom in New York City. The company's products are distributed internationally through companies that promote all of their brands on television. Following the worldwide success of its best-selling MushABellies, Totally KooKoo and Happy Nappers product lines, Jay@Play is now launching TV campaigns in the US for its Pop 'n' Play Village" brand, Cuddleuppets, and Skooligans. Jay@Play introduced the ToyTube network, which is a platform for cutting-edge 3D augmented-reality (AR) gaming for the popular MushABellies brand. Jay@Play International is a subsidiary of Jay Franco & Sons, the industry leader in the home-furnishing industry.

About Gravity Jack:

Gravity Jack designs and develops robust, custom augmented reality software solutions for the iPhone, iPad, and Android operating systems, using the company's exclusive, patented technology. President and CEO, Luke Richey, founded the company in 2009, assembling a local dream team in software development. Clients of Gravity Jack come from a wide range of industries, and include some of the biggest names in the entertainment, gaming, and retail space. For more information, visit http://www.gravityjack.com.

SOURCE Jay@Play International