Reimagining a 5000 year old gaming device for a new generation

DiiCii is a dice with a twist. It is embedded with a custom designed PCB, and when rolled, it lights up randomly in red or green. This opens up multiple play patterns and allows players to reimagine classics and invent new games.

DiiCii does more than reinvent games. It also reinvents how kids interact with math. On its own, it becomes a tool that makes mathematical sums and differences fun and gamified.

After weeks of testing with a focus group of gaming enthusiasts, we created five games along with DiiCii. From fast paced challenges to strategic face offs, each game reveals a different personality of the dice.

After extensive prototype testing, we went vendor hunting. With import duties from China on the rise, we partnered with an Indian manufacturer to ensure DiiCii would be a fully Made in India product.

We reimagined classics like Snakes and Ladders and Ludo, and also invented new games like Greedy Monkey and Astrohunt, all built around the DiiCii play pattern.

Featured among the Hamleys Top 10 Toys for Christmas, DiiCii gained global excitement after the Nuremberg Toy Fair. It is now available across Hamleys stores worldwide.

We also strategized the go-to-market plan, designed the packaging, and crafted the entire communication campaign.