Weetabix has launched a new app to encourage kids to interact with their cereal packs at breakfast.

Weetakid takes youngsters on a journey to another galaxy to help the Weetakid character rebuild his world.

Players can re-fuel their Weetakid character by feeding him a bowl of Weetabix every morning, using their box of Weetabix and an augmented reality image which appears on the back of the pack.

The game, which features the voice of Brian Blessed, was designed by Yum Yum London in collaboration with BBH and can be downloaded from the Apple app store for free. It will be promoted on-pack, online on Facebook and Twitter, with sponsorship idents airing on children’s TV network Nickelodeon.

“We know kids will have loads of fun fuelling Weetakid for his busy day ahead, energising him in the battle against the Evil Eater and helping him to rebuild his world," said marketing manager Francesca Davies.

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