L.A.-based education and entertainment developer Playing Forward has launched new interactive platform The VROOM. Designed for kids, The VROOM is powered by augmented reality and virtual reality tech.

The VROOM’s content—provided by partners including Stan Lee’s Kids Universe—is designed to promote problem-solving abilities and social-emotional learning. And its kid-centric AR and VR tech includes image-recognition software that allows a physical picture book to come to life as a multi-dimensional pop-up book when viewed through a smartphone. Additional experiences will be added to the platform in anticipation of the holiday season.

The VROOM is currently available through Google Play and Apple’s App Store and is built for Apple, Android and Windows smartphones and tablets.

Stan Lee’s Kids Universe is a partnership between 1821 Media and Stan Lee’s POW! Entertainment. Its properties are available as picture books, interactive and digital books, graphic novels, augmented and virtual reality projects, mobile games and mobile apps.