Unlike pure games, most app toys include a physical element. One award winner, the £9.99 Foam Fighters from Character Options, involves piloting a nine-inch fighter plane attached to a smartphone or tablet. A dogfight is viewed through the "lens" of the device's camera. In another toy being launched this year, the £19.99 Moshi App Monster from Vivid, downloading the app turns the screen of the smartphone into the face of the toy.