Left Field Labs and Hasbro Win Two Webby Awards for Twister AIR

Rhea-AI Summary

Left Field Labs, part of Stagwell's (NASDAQ: STGW) Code and Theory Network, has secured two prestigious Webby Awards for their innovative work on Twister AIR. The project, developed in collaboration with Hasbro, won in the "Best Use of Augmented Reality 2025" category, both as the Webby Winner and People's Voice Winner. The game also received an honoree mention in the Kids & Family category.

Twister AIR represents a modern reimagining of the 50-year-old classic game, incorporating augmented reality and AI technology. The innovative approach has proven successful, with the game earning Game of the Year at the Toy Industry Awards. This collaboration showcases Left Field Labs' expertise in emerging technologies and their ability to modernize classic entertainment experiences while maintaining the core elements that make them engaging.

Positive

• Won two prestigious Webby Awards for Best Use of Augmented Reality
• Received Game of the Year at the Toy Industry Awards
• Successfully modernized a classic 50-year-old game with new technology

Negative

• None.

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Experience for Hasbro wins Internet's highest honor for Augmented Reality Game

LOS ANGELES, May 12, 2025 /PRNewswire/ -- Left Field Labs, a creative technology agency within Stagwell's (NASDAQ: STGW) Code and Theory Network, celebrates two wins at the 29th Annual Webby Awards. Hailed as the "Internet's highest honor" by The New York Times, The Webby Awards is the leading international awards organization honoring excellence on the Internet.

Reinventing a classic, Left Field Labs infused augmented reality and AI into Twister to create "Twister Air," a fun new way for families to play and connect across generations. This innovation earned two Webby Wins and a finalist nod:

• Webby Winner - AI, Immersive & Games - Best Use of Augmented Reality 2025
• People's Voice Winner  - AI, Immersive & Games - Best Use of Augmented Reality 2025 
• Honoree -  AI, Immersive & Games - Kids & Family 2025

Twister has been a family classic for over 50 years, and with this high-tech spin, Twister AIR leapt off the mat to win Game of the Year at the Toy Industry Awards.

"It's fantastic to see TWISTER Air take home two Webby Awards this year. It's a great reminder that even as our games evolve, that core spark they bring – the movement, the laughter, the connection – stays the same," says Brian Baker, Senior Vice President of Board Games at Hasbro. "And of course, we can't celebrate this accomplishment without giving our partners at Left Field Labs their flowers. They helped push the boundaries of how people experience TWISTER and make getting tangled up even more fun."

Sarah Mehler, Founder and CEO of Left Field Labs, says: "We've entered a new chapter, where emerging technologies such as immersive aren't just enhancing our experiences — they're redefining how we create, connect, and play. These wins are a testament to what's possible when visionary partners like Hasbro meet us at the intersection of imagination and pragmatic execution. At Left Field Labs, we've spent years honing our capabilities in AI and immersive tech, and we're proud to see how our work resonates in the world."

To explore more of Left Field Labs' work across digital, immersive, and applied AI, visit www.leftfieldlabs.com.

About Left Field Labs
Left Field Labs is the creative technology agency that builds what's next for ambitious brands. We transform breakthrough technology into extraordinary products, platforms, and experiences that reach billions of people around the world. Since 2008, we've delivered end-to-end transformation—seamlessly integrating strategy, innovation, and execution—for industry leaders, including Google, Amazon, and Meta. Left Field Labs is a proud member of Stagwell, the challenger network built to transform marketing, and the Code and Theory Network.

About The Code and Theory Network
The Code and Theory Network is the only technology and creative network with a balance of 50% creative and 50% engineers. Our unique makeup makes us the place where CMOs, CTOs and CIOs come together to drive results for their businesses. We partner with our clients to redefine what is possible to create lasting impact and drive long-term growth. Part of Stagwell, Code and Theory offers a global footprint and the capabilities to work across the entirety of the customer-facing journey and implement the technology that powers it. The network includes the flagship agency Code and Theory as well as Kettle, Instrument, Left Field Labs, Truelogic, Create. Group, Rhythm and Mediacurrent. Code and Theory clients include Amazon, JPMorganChase, Microsoft, NBC, NFL and Yeti. For more, visit codeandtheory.com 

Media Contact:
Brandon Dixon
brandondixon@dcspr.co 

 

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SOURCE Stagwell Inc.

FAQ

What awards did Left Field Labs win for Twister AIR in 2025?

Left Field Labs won two Webby Awards for Twister AIR in 2025: the Webby Winner and People's Voice Winner in the 'Best Use of Augmented Reality' category, plus an honoree mention in the Kids & Family category.

How did Left Field Labs innovate the classic Twister game?

Left Field Labs modernized Twister by incorporating augmented reality and AI technology to create Twister AIR, making the game more interactive and accessible for families across generations.

What impact has the Twister AIR innovation had on Hasbro's game portfolio?

Twister AIR has been highly successful, winning Game of the Year at the Toy Industry Awards and two Webby Awards, demonstrating successful modernization of Hasbro's classic game.

Who are the key partners involved in developing Twister AIR?

Twister AIR was developed through a partnership between Left Field Labs, a creative technology agency within Stagwell's Code and Theory Network, and Hasbro, the game's publisher.