WB online trying toon tech

Offering a taste of things to come in digital animation, Warner Bros. Online has pacted with Togglethis, a Gotham-based Internet technology outfit, to create and deliver to the Internet animated programming specific to that venue.

In effect, Togglethis’ Interactive Character technology allows animation to take place inside the consumer’s computer, “enacted” by previously downloaded software and “realized” by cues coming in real time from Warner Bros.’ Web site.

Under the new deal, the IC technology can be applied to Warner Bros.’ existing rich stock of animated characters, just as Togglethis has already done with its own character, the puckish Bozlo Beaver. (Bozlo, visible now at. http://www.bozlo.com, will also become a WB character under the terms of the deal.)

WB Online senior VP Jim Moloshok added that the IC technology, once downloaded and installed, can also be used to bring interactive character animation to advertising, bannering, interactive games and any number of Web-based functions.

“This could really push out the envelope for Internet marketing,” he said.

Togglethis creative director Marc Singer agreed, adding that animated programming, already enjoying a resurgence on TV and in movie theaters, could undergo a renaissance given the modest production investment required for IC-able animation.

“There’s a lot of folks who want to get into this animation boom but are daunted by the costs,” Singer said. “That wall just came down.”

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