By Jessica Bromley

This app marks a first for both companies; it is Random House Children’s Books’ first iPhone app and the first iPhone app Somethin’ Else has produced for a publisher.

My CriBaby challenges the user to look after a baby, doing everything from feeding and burping to playing, rocking and whispering to it. The game gets progressively harder and at the end of three (virtual) years the player is given a score. Facebook integration means this can be shared with friends.

The app will be available in two versions. A lite version will give users a 24-hour experience of the game, whilst a full version will offer virtual parenthood for up to three “virtual” years (12 weeks). Both versions will include the book’s first chapter and a link to Malorie’s re-launched website.

The app is designed to reflect the main theme of Boys Don’t Cry: teenage parenthood. The novel is the latest book from Malorie Blackman, the acclaimed young adult author of the bestselling Noughts and Crosses sequence. It focuses on seventeen year old Dante, whose ex-girlfriend turns up at his house and leaves him with the baby daughter he didn’t know he had. The book follows Dante as he comes to terms with fatherhood and how drastically it will affect his life. The hard hitting novel gives a voice to a group largely ignored by society.

Paul Bennun, Director of Digital, Somethin’ Else, says: “The internet and increasingly portable technology means publishing is one of the most exciting sectors for exploration. This includes both creative elements and potential business models. Authors such as Malorie Blackman already have such a strong creative vision and My CriBaby is a great example of how applications can augment what a book is capable of. Random House Children’s books is a dream partner because it absolutely understands the importance of this area."

Barry O’Donovan, Marketing Director, Random House Children’s Books, says: “Malorie has a huge fan base of devoted teenage readers who will no doubt be as excited about the My CriBaby app as we are. It delivers the message of the book in an engaging and interactive way using a format that teens will grab with both hands, and share with their friends.”

My CriBaby is available for download from the Apple Store. 

About the author

Jessica Bromley works for Franklin Rae Communications, Somethin’ Else’s PR agency.

About Somethin’ Else

Somethin’ Else is a digital company nestled by the Old Street Roundabout in London making and managing interactive content, radio, games, video and talent. 19 years old this November, the company has a team of 70 producers, developers, agents and business people building a truly cross-platform media business. It also owns a sister company in Manchester, All Out Productions.