Magical Park

Challenge

Over a decade ago, a 7-year-old girl had lost interest in the playground. Then came the question: what if she could find fairies and dinosaurs there? That sparked the idea for Magical Park. Today the problem is bigger than ever. Children now spend 3–6 hours of entertainment screen time each day, and most aren’t getting enough exercise. The challenge is simple: how do we convince children who love their devices to get outdoors?

Solution

Cue Magical Park. The world’s most effective way to get kids outside. Magical Park is a mobile augmented reality experience that overlays fantastical adventures onto real parks. Using a smartphone or tablet, kids roam the park to rescue kittens, chase dinosaurs, clean up coral reefs, recycle rubbish to help trees grow, and discover facts about local plants and animals. Parents often join in, making it an activity the whole family can enjoy together. As one parent told us, “I think it’s brilliant, especially for those with autism. Cameron is 9; he’s not one to go out and socialise. Today, we saw him interacting with other children, which is brilliant.” The stories change with the seasons, and councils can activate multiple parks with one affordable subscription. The magic works because it meets kids in their digital comfort zone, but draws them into the real world. And when the game ends, children often want to keep playing offline, kicking a ball or exploring nature.

Played in 140+ cities
Kids spend an average of 45 minutes running/walking
Kids cover around 2km per session

Positive Impact

Councils report increased park visits, strong school engagement, and positive community feedback. Parents love that it is free to play, educational, violence free, has no in-app purchases, and does not collect personal data. Councils subscribe to Magical Park for only a fraction of what it costs to build or replace traditional playground equipment, making it a sustainable, high-value way to activate public green spaces and inspire healthy play year after year.

Its impact has been recognised internationally, winning awards such as Best Use of Technology at the PLA SA/NT Regional Award of Excellence (2024), Innovator for Animals from PETA (2020), and Most Creative People in Gaming from Idealog (2017). It has also been a finalist in the Zino New Kiwis Challenge, the NZ Innovation Awards, and the Kiwi Game Starter.

Overview

Over a decade ago, a 7-year-old girl had lost interest in the playground. Then came the question: what if she could find fairies and dinosaurs there? That sparked the idea for Magical Park. Today the problem is bigger than ever. Children now spend 3–6 hours of entertainment screen time each day, and most aren’t getting enough exercise. The challenge is simple: how do we convince children who love their devices to get outdoors?

Video Trailer

Cue Magical Park. The world’s most effective way to get kids outside. Magical Park is a mobile augmented reality experience that overlays fantastical adventures onto real parks. Using a smartphone or tablet, kids roam the park to rescue kittens, chase dinosaurs, clean up coral reefs, recycle rubbish to help trees grow, and discover facts about local plants and animals. Parents often join in, making it an activity the whole family can enjoy together. As one parent told us, “I think it’s brilliant, especially for those with autism. Cameron is 9; he’s not one to go out and socialise. Today, we saw him interacting with other children, which is brilliant.” The stories change with the seasons, and councils can activate multiple parks with one affordable subscription. The magic works because it meets kids in their digital comfort zone, but draws them into the real world. And when the game ends, children often want to keep playing offline, kicking a ball or exploring nature.