The first virtual reality was books. The first tablets were clay, which were also the first books. Then we had papyrus scrolls, which gave way to the codex, which we commonly think as a book. This format had not changed for 1500 years, until now. Meet the Animated Book... also called an AR book or augmented book. Hovering an app over the illustrations brings them to life with animations, videos, and virtual reality experiences. There are more than a dozen startups and several established companies including Penguin, TinyMe, and Carleton Books in the space.