Zappar's deal with Pedigree Books will reveal hidden games and other content in 2014 annuals.
The books, which are on sale in WH Smith, Tesco and more, are being billed as 'Super Interactive Annuals'.
Rather fittingly for the mobile marketing move, Angry Birds, Cut the Rope and Sonic the Hedgehog annuals have all been dipped in augmented reality, which will allow readers to access character profiles, games, extra stories and more.
Caspar Thykier, founder and MD of Zappar, said: "We’re delighted to be partnering with Pedigree to bring these fantastic brands to life through this new initiative and a new sector for us. We’ve used our Zappar platform to bring an extra dimension to the annuals sector in a way that has never been seen before. We can’t wait to see what kids make of discovering these hidden bits of bite-sized entertainment."
Matthew Reynolds, publishing and sales director at Pedigree, added: "Working with Zappar on these new titles has allowed us to lead the way in the annuals sector once again by offering our customers something completely new and fresh. We are very excited about the retail prospects for this range, which will stand out on the shelves and ensure we remain the market leader in annuals."
Check out the demo video below.