Abacus Brands is gearing up for a big year, and the pioneering force in virtual reality (VR) learning and play just struck a deal that will accelerate growth for another product line: BitOGenius’ Pixicade.

In what’s being called a “collaborative and transformative global distribution partnership,” Abacus Brands and BitOGenius forged an alliance to take Pixicade, a brand that turns kids’ drawings into playable video games, to the next level. The move marks a major step toward refining and expanding upon the concept of “phygital” play in which physical toys, games, and activities interact with the digital world.

Beyond distribution, Abacus Brands is making a significant investment in the Pixicade brand.

A partnership forged in a phygital world. | Source: Abacus Brands

“Pixicade is on every kid’s wish list, and it is a full-circle moment for me, having gifted their products to my own friends and family on countless occasions,” says Steve Rad, CEO of Abacus Brands. “By combining Pixicade’s groundbreaking technology with our global reach and creative marketing strategies, we are poised to reshape the gaming and toy industry and unlock new opportunities for growth and success.”

The team at Abacus Brands is already working with BitOGenius on a full redesign of the Pixicade packaging, ensuring that the products will stand out on retail shelves and connect with kids and families worldwide. This overhaul aims to infuse Pixicade products with “enhanced commercial appeal and viability,” according to the team.

Additionally, Abacus Brands is developing a series of engaging videos and multimedia content to fully illustrate the power of Pixicade and how its products can spark kids’ creativity.

The partnership will also yield new educational offerings, focusing on STEAM-based games tailored for schools and after-school programs, “promoting math and literacy skills while fostering creativity and critical thinking among students.”

CEO of Pixicade, Martin Horstman, expressed excitement, stating, “Abacus’ dedication to pushing boundaries in the toy industry has always impressed me. Abacus’ products and ideals mirror our own, which is to inspire and make learning fun through cool, interactive tech. With their support and investment, we are equipped to expand our reach, enhance our offerings, and fulfill our vision of empowering creators worldwide. Together, we will redefine the future of interactive gaming.”