As New Tech Emerges and Clients Demand Invention, Agencies Bank On Innovation Labs

360i and others test the next frontier

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For the past few years, digital agency 360i had tinkered in its innovation lab with a line of toys to help those with paralysis actively play with children. This month, the concept became a reality with the release of the shop's Adaptoys campaign, which was launched in partnership with the Christopher & Dana Reeve Foundation.

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