Amazon Prime Video

The Boys: Baby Laser Tag

If looks could kill.

Two smartphones display screens from The Boys: Baby Laser Tag AR app, one showing a superhero shooting blue laser beams from his eyes, and the other displaying the app’s welcome screen with the same character.

Insight

There have been many sleepless nights waiting for the new season of The Boys. Fans needed a release after months at home.

To celebrate the new season, AKQA brought the world of The Boys and their fight against the nefarious Vought International corporation to the place where fans are spending most of their time now: home.

Logo for Vought Shopping Network with a superhero silhouette inside a square and the text VSN From Home in white and blue neon-style font on a blue gradient background.

Idea

Bring an electrifying scene to life as an augmented-reality game.

Enter: Baby Laser Tag. The mobile game for iOS and Android takes inspiration from an unforgettable moment in Season 1, when protagonist Billy Butcher uses a superhero baby’s laser vision to blast his way through Vought headquarters.

Now, fans can do the same—battling corrupt superheroes and exploring the storyline of Season 2 in the comfort of their home, bunker or hideout. To promote the show and app a parody infomercial was launched, alongside a virtual Comic-Con takeover, Twitch streaming parties, and real laser-baby dolls.

A woman reacts as blue laser beams shoot from a baby doll’s eyes on a table. Next to her, a man in a blue shirt and tie presents the same doll in packaging labeled Laser Baby, on a blue screen background.
A blue-tinted baby with glowing eyes shoots lasers from its eyes. In front, a smartphone displays an augmented reality superhero shooting lasers from its eyes and chest. The background is dark and abstract.

Impact

This baby’s a real blast.

Baby Laser Tag is the first augmented-reality mobile app for Amazon Prime Video—one that has built momentum for the new season and garnered recognition from the cast, showrunner and fans.

Here’s looking at you kid.

42k+ downloads
4.9* app store review
966m Impressions

Collider

‘The Boys’ new AR game throws you into the action

Superhero Hype

Players go up against Vought’s superheroes with a laser-eyed baby

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