Apparel with Live Moving Animation is Here, and It's Pretty Cool

Bloomberg Businessweek recently reported on a new apparel company animating T-shirts by cutting holes in the artwork, then placing smartphones or tablets behind the opening and configuring them so an animation would play. The company is currently applying the technology to Halloween and licensed costume design (exposed beating hearts for zombies, a moving arc reactor for Iron man, etc.) but I think there could be interesting marketing opportunities with this idea as well. Movie, sports and event promotion are all areas that could make good use of animation.