Today, Spin Master unveiled a breakthrough in the digital pet category with its new interactive digital pet Bitzee. Housed inside a purple pod, Bitzee pets are colorful displays that kids can touch, feel, and interact with in a new kind of play experience.

Bitzee starts as an 8-bit puppy character. Just like a real pet, it needs love and care to help it grow. Virtual interactions allow kids to feed them, rock them to sleep, and clean up after them. They respond to tilts, swipes, and shakes with sounds and reactions. When the love meter is full, Bitzee is ready to evolve.

Each Bitzee evolves from a baby to an adult and then to a super Bitzee. Kids can collect up to 15 characters in one pod, including a puppy, a hedgehog, a bunny, and more. Rare and legendary characters are also available including a butterfly, a poodle, a chameleon, a mercat, and a unicorn. Once the digital pet becomes a super Bitzee, kids discover its special outfit and unique game to play. For example in the mouse’s game, Chef, kids have to catch the falling ingredients, or in the unicorn’s game, Party Animals, kids have to break the piñata.

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“Spin Master has a reputation of delivering unique innovation and disrupting play patterns, transforming the way kids play and interact with toys,” says Chris Beardall, Spin Master’s President of Toys and Chief Commercial Officer. “Bitzee epitomizes our obsession with pushing the boundaries of play, introducing adorable digital pets that kids can really touch, feel, and interact with, reimagining a once two-dimensional interaction and infusing it with color, gamification, and collectability.”

Bitzee will be available starting on Aug. 1 at select major retailers for $29.99. It is recommended for children ages 5 and up.