This is Online Augmented Reality content ARCookie.
Is there a code-like chocolate plate on the cake ?
Or a block toy, but its only a black and white grids ?
Look it on ARCookie App. Amazing things will come out.
The ARCookie App automatically downloads and play the Augmented Reality content corresponding to the marker pattern from http://www.arcookie.com.
If you visit http://www.arcookie.com, you can experience various Augmented Reality markers.