The Challenge

Develop a unique gaming experience to help kids unlock their creativity.

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The young audience is increasingly moving to mobile games for entertainment and yet traditional storytelling still remains at the heart of child development. By bringing together gamification and storytelling in an explosion of digital creativity, BIC®Kids aims to stand out as the colouring brand of choice for fuelling child development.


The BIC®Kids DrawyBook app is a unique gaming experience for kids based on storytelling that lets children bring their drawings on paper to life with the magic of augmented reality. The kids can then bring their drawings back into the app as part of an interactive story which places the child and their creativity at the centre of this unique digital experience.

BiC's European Digital Marketing Manager, Nathalie Hoffherr, describes the close collaboration that has underpinned the success of the app:  "Thanks to the Engine Creative team for their great creativity and teamwork. It is a real pleasure working with them and their digital expertise has been key to the successful launch of the unique and unprecedented BIC®Kids DrawyBook app.”

Working with children’s author Elissa Elwick, two original and interactive stories have been created for children between 5 and 10 years old*. As well as the unique ‘Draw & Scan’ feature where children can see their drawings on paper, captured and brought to life in the application, the stories are jam packed with mini-games. Children can also earn stars for their creativity and swap them for items to enrich the story even further.

More than an app, BIC®Kids DrawyBook is a new way for children to fuel their imaginations!

*Also suitable for grown-ups with a spirit of digital adventure and a penchant for doodling.

The Payback
  • No. 1 app in the kids 6-8 category (Above ‘Pokemon Camp’ app).
  • Reached No. 1 in the kids category (outperforming Crayola apps).
  • 20,000 downloads in the first 2 weeks after launch in France (with 65,000 game sessions recorded).

  • EMEA award winner at MMA Smarties.

Download from the following:

App StoreApp Store
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