Walmart is merchandising Morning Nightmare on its "Best Sellers" display, accompanied by shelf talkers touting its uniqueness ("Why just read a book when you can step inside?"). Custom retail-ready PDQ trays help promote the SKU at Sam's Club, where the book is packaged with plastic VR goggles and selling at $19.46. Quantum Storey designed the packaging and P-O-P materials in-house.
Written for middle-level readers (around 7-11 years old), the Operation You books "combine the tradition of illustrated printed books with the dynamic, self-directed action of virtual reality," according to a release announcing the launch. Morning Nightmare chronicles the pressures of riding the school bus, and subsequent titles will similarly help children navigate the world. "They're like modern-day Aesop's Fables," says J.M. Haines.
The products have been under development for 2.5 years and boast patent-pending technology, according to David Haines, a longtime fixture in the world of entertainment technology. The corrugate goggles delivered "a good first VR experience" via visuals designed to accurately replicate the book's illustrations.
The app provides augmented reality components that serve as "a bridge from the physical to the virtual world," he explains. It also provides a unique marketing vehicle, allowing consumers to try out the technology before buying the book itself.
Founded in 2013, Quantum Storey is headquartered in Hollywood, California, and has offices in Amsterdam, Mumbai, and Seoul. The company has 15 employees.