Curious Sense developed a social media and user-generated content program to support the launch of Mattel’s Xtractaurs line of toys.
Xtractaurs toys come with a USB-enabled “DNA Extractor” tool. When the consumer connects the DNA Extractor to their computer they are taken to a virtual lab where they can analyze the dinosaur’s DNA and mix it with other dinosaurs to create hybrids. The players train their dinosaurs, take them on virtual adventures, and do battle with other dinosaurs.
The marketing program Curious Sense created allowed players to upload their original dinosaur creations to a digital encyclopedia of dinosaurs.