Sweet manufacturer Maynards is launching a new range called Discovery Patch that use on-pack scanning and Augmented Reality (AR) technology to provide an immersive learning experience for children.

Working with creative agency Hi Mum! Said Dad, Maynards has developed an AR app intended to be used by children and parents to hunt their environment for 3D character pieces and guess what they have found using clues the app provides. The campaign is being supported by video adverts on television and online.

“The insight underlying this initiative is that enriched, shared moments between parents and children are wonderful moments and help to bond the two together,” said Craig Wills, managing director of Hi Mum! Said Dad. “The strategy was to create a tech-driven and genuinely deep consumer experience, using latest on-pack scanning and AR mobile tech, in a fun, active and engaging way.”

Maynards parent company Mondelez recently announced a deal with ad tech firm Tubemogul to purchase online video for its various brands through Tubemoguls programmatic demand-side-platform, and plans on spending more than half its global ad budget of $200m (£117m) on digital content by 2016.