Sega came to RKS, seeking branch out from console-based games into handhelds. To combine the appeal of a toy and a video game, our design team added a kinetic component – a conceal-and-reveal aspect where the device transforms to reveal the game inside.
Reveal options included pop-up, switchblade, and clamshell designs. This kinetic interplay proved to be the "wow factor" that quickly captured attention and market share. The Sega Pocket Arcade product line outsold the competition 5-to-1 in its first month of release. Soon after, Sega's Toy & Game division was snapped up by Tiger Electronics who wanted the wildly successful Pocket Arcade line.
