20th March, 2003

SELFRIDGES COMMISSION 'BODYCRAZE' DIGIMASK^TM PROMOTION

Smilie, developer of choice for Digimask Ltd., have completed a commission from Selfridges to develop a unique Digimask^TM eToy as part of this year's 'Bodycraze' marketing push. The results will be on show at their flagship store in Oxford Street, London. The 6 week long development phase involved liaison and close co-operation with London based Cube Music Ltd. who managed the project with Smilie.

Visitors to the store are able to have their photos taken, which are then converted into a lifelike digital version of their head. These Digimask^TM heads are incorporated into a Bodycraze eToy featuring 'the goddess', part of the Bodycraze story.

The eToys will run continuously for the public to see on large shopfront display screens. Participants will also able to take their Digimask and the Bodycraze eToy home on CD. The Bodycraze event, exploring the diversity of the human body, runs through April and May and among the highlights is a man described as a "body artist" who hangs himself by his own skin from meat hooks, and a digital "hall of mirrors" that promises to attract and amuse shoppers.