A startup to keep an eye on: FOAM Entertainment. The apps developer is independent, but currently working out of Sony Music’s UK office and founded by two of its former digital creatives – responsible in the past for the marvellous AC/DC Excel spreadsheet video, among other projects. Their new venture released its first mobile game yesterday: Poplings. Aimed at 2-4 year-olds, it’s a colourful game based on pop music and UK educational standards. The twist: it’s using licensed music from artists including Little Mix, Avicii, Calvin Harris, JLS and Cheryl Cole. The app’s business model involves parents buying “purchasable story-packs which feature fantastic 3D narrative driven cut-scenes and music” for £2.99 a pop as in-app purchases. FOAM say they aren’t just licensing music from Sony, and although the preschool-apps market is notoriously tough, the studio already has ambitious plans for other music-led mobile games for an older audience.

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