Earlier this year, UK-based startup Mindshapes launched its Magic Town virtual reading world for kids, first online then as an iPad app. Now it’s gone live as an iPhone app too.

Magic Town Stories went live on the App Store yesterday as a free download, with parents able to pay a £2.49 monthly subscription for full access to its 80+ digital picture books – the same price as the iPad version.

Children can use the app in two modes: Watch and Play, with the difference being interactivity – Watch reads the story to them, while Play gets them to tap on characters to move the story forward.

Magic Town has been working with a mixture of publishers to provide books for Magic Town, although it faces competition on iPhone from another UK startup, Made in Me, whose Me Books app focuses on a la carte purchases, and has a few more famous brands available for now.