New Toy is an experience design agency that is part of the Mobile Interactive Group. It’s a new company and we’ve just completed a branding and website development project for them. The website is now live and can be seen by visiting www.newtoylondon.com. So what is an experiential agency? Their work is what makes “The O2″ (formally known as the Millenium dome) such an engaging experience for visitors. New Toy developed ideas and implemented the technology behind many of the fun things you can do with your mobile at The O2. Their aim was to make The O2 the most interactive venue in the world! In addition to this O2 customers are given priority treament.

The brief they gave us for their website wasn’t really a surprise. They wanted something simple but different. The result is quite simply 6 books that form the main navigation. The site can be easily navigated by clicking from book to book. The style is the 60s and 70s Penguin book covers. We think the result is fun, interactive and slightly different.