Unique combination of technology and digital
storytelling creates first-of-its kind active play
experience
New study highlights kids’ and parents'
mutual desire to spend more time playing together
Disney Consumer Products and Interactive Media (DCPI) and
Hasbro, Inc. today launched Playmation Marvel’s Avengers –
the next step in the evolution of play. The groundbreaking system
of connected toys and wearables fuses technology and digital
storytelling to create a completely new category of play. Hitting
shelves across the U.S. and Canada for the first time today, the
new toy/game hybrid aims to inspire both kids and parents to get
active and creative at playtime.
This Smart News Release features multimedia.
View the full release here:
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A family plays with Playmation Marvel’s
Avengers - the ground breaking new system of connected toys and
wearables fuses technology and digital storytelling to create a
completely new category of play product, from Disney Consumer
Products & Interactive Media. Playmation Marvel’s Avengers is
now available for purchase across the US and Canada (Photo by Dan
Steinberg/Invision for Disney Consumer Products/AP Images)
Dreamed up by a team of technologists, Imagineers and
storytellers from across The Walt Disney Company, Playmation is the
culmination of extensive research into the world of play,
highlighting the opportunity for a new type of experience that
combines digital technology and physical, real-world play.
The online study of 2,000 families across the country confirms
that almost all parents believe active playtime is essential to
their child’s healthy development, and three say that using
technology is a favorite way for their child to play. Four out of
five parents say their children are more likely to engage with a
game if technology is involved, and nine out of ten are open to new
technologies that encourage their kids to be more active.
“Playmation blends technology, storytelling and imagination in a
way that’s made for today’s digitally-savvy kids. Our research
shows families are looking for a new way to play that’s active,
creative and technology-infused – and Playmation is just that,”
said Nitin Chawla, Vice President, Strategy and Business
Development, DCPI.
The study also revealed the potential of Playmation as a new way
for families to play together, with 67% of kids and 79% of parents
saying they would like more playtime as a family. While active play
is the type of play parents enjoy the most with their kids,
currently only one in five finds time for it every day, and three
quarters would like to do more of it. Nearly all parents (98%) also
believe it is important that their children engage in imaginative
play.
Recently added to Time To Play Magazine’s “Most Wanted” list for
the holidays, along with other holiday “hot toy” accolades from
Parents magazine, Toys “R” Us, The Toy Insider and the National
Parenting Publication Awards, the Playmation Marvel’s Avengers
Starter Pack includes five connected toys: one piece of Avenger
Gear (Repulsor), two Power Activators and two Smart Figures – a
Super Hero (Captain America) and a Super Villain (Iron Skull), as
well as 25 missions. Getting started is easy, strap the high-tech
Repulsor Gear onto your arm (it fits adults, too!) and listen
closely to JARVIS as he takes you through the tutorial on how to
control your new Gear, inspired by Iron Man technology.
“This is classic play re-imagined for the tech-savvy world. It's
narrative-based, imaginative play that allows kids to play as their
heroes and imagine themselves in battles alongside their favorite
Marvel Avengers characters. The immersive play experience is active
and exciting for kids of all ages and represents a completely new
category of toys,” said Jim Silver, Editor in Chief and CEO of
TTPM.
Additional connected toys available now include: Smart Figures –
Iron Man, Black Widow, HULK, M.O.D.O.K., Ultron Bot, and Hulkbuster
– which help players unlock new storylines and abilities when
placed on the Power Activator and connected with Avenger Gear; and
the Prowler Bot – a robotic villain – who can find and hunt your
Avenger Gear with 360 degree movement, while taking on dozens of
enemy personas and abilities making game play even more
challenging.
Along with the Starter Pack and other connected toys, fans can
download and access the AvengersNet App where you can
register your Avenger Gear to see progress, explore additional
locations and characters, check out and test Avenger Gear upgrades,
gain access to new missions and more. The AvengersNet App is
available in the Apple App Store. An Android version of the app is
currently in development.
Playmation Marvel’s Avengers uses familiar technologies
including smart toys, wearables, wireless technology, motion
sensors and more, but applies them in ways that are completely new
to create a compelling play experience. Playmation is purposely not
tethered to an Internet connection so players can run around and
explore each adventure from anywhere they want – a bedroom, living
room or yard. With multiplayer modes, players can sync their
Avenger Gear to tackle missions and combat arenas together, or
face-off in competitive play.
“With the launch of Playmation, we are not only creating a new
play experience for today’s kids but celebrating a new chapter in
our long-term partnership with Disney,” said Jerry Perez, SVP
Global Brand Marketing, Hasbro. “Playmation has been a true
collaboration, from global consumer research to product design and
development, and we look forward to sharing this amazing new system
of play with kids and families around the world.”
The Playmation Marvel’s Avengers Starter Pack has a
suggested retail price of $119.99 and is available in the United
States and Canada at mass and specialty retailers, such as
Amazon.com, Best Buy, Game Stop, Target, Toys “R” Us, and Walmart,
as well as select Disney Store locations and DisneyStore.com.
Additional Playmation Marvel’s Avengers connected toys compatible
with the Starter Pack, such as Smart Figures and the Prowler Bot
are also sold separately.
Offered by PowerA, families can also choose from a selection of
Playmation recharging solutions and accessories now available,
including: Playmation Home Base – to store your gear in between
battles; Playmation Avengers Lab Gear Bag – for taking your gear
on-the-go; Playmation Repulsor Recharge Pack – provides up to five
hours of play on a single charge and fits securely onto the bottom
of the Repulsor; and Playmation Activator Recharge Pack –fits
securely onto the bottom of the Power Activator and provides up to
10 hours of play on a single charge.
Families that are coming to the Disney Store to pick up
Playmation Marvel’s Avengers (either from pre-orders or to purchase
that day), will be given the opportunity to participate in a
personalized pick-up ceremony taking place in select Disney Stores
across the United States and Canada beginning now through the
holidays. When guests purchase Playmation Marvel’s Avengers, JARVIS
will make an announcement in-store thanking guests for choosing to
help the Avengers in their fight against Ultron.
ASSETS:
B-Roll:
https://www.RelayIt.net/?c=pHrkqd4R74GQDSjpKsJ8gJFzqc7qjztMgn5mPhotos:
https://www.RelayIt.net/?c=MFNCN6rDhx97GwGGKPFpMwsBdDhpbLcJhgHxPress
Site: http://bit.ly/PlaymationMarvelsAvengers
For more information on Playmation, visit
www.playmation.com.
Connect with Playmation on social:
YouTube.com/PlaymationFacebook.com/PlaymationTwitter:
@Playmation
About Disney Consumer Products and
Interactive Media
Disney Consumer Products and Interactive Media (DCPI) is the
business segment of The Walt Disney Company (NYSE:DIS) that brings
our Company’s stories and characters to life through innovative and
engaging physical products and digital experiences across more than
100 categories, from toys and t-shirts, to apps and console games.
DCPI comprises two main lines of business: Disney Consumer Products
(DCP), and Disney Interactive (DI). The combined segment is
home to world class teams of app and game developers,
licensing and retail experts, a leading retail business (Disney
Store), artists and storytellers, and technologists who inspire
imaginations around the world.
About Marvel Entertainment,
LLC
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt
Disney Company, is one of the world's most prominent
character-based entertainment companies, built on a proven library
of more than 8,000 characters featured in a variety of media over
seventy-five years. Marvel utilizes its character franchises in
entertainment, licensing and publishing. For more information,
visit marvel.com. © 2015 MARVEL
About Hasbro, Inc.
Hasbro (NASDAQ: HAS) is a global company committed to Creating
the World's Best Play Experiences, by leveraging its beloved
brands, including LITTLEST PET SHOP, MAGIC: THE GATHERING,
MONOPOLY, MY LITTLE PONY, NERF, PLAY-DOH, TRANSFORMERS, and premier
partner brands. From toys and games, television programming, motion
pictures, digital gaming and a comprehensive lifestyle licensing
program, Hasbro fulfills the fundamental need for play and
connection for children and families around the world. The
Company's Hasbro Studios creates entertainment brand-driven
storytelling across mediums, including television, film and more.
Through the company's commitment to corporate social
responsibility, including philanthropy, Hasbro is helping to build
a safe and sustainable world and to positively impact the lives of
millions of children and families every year. Learn more at
www.hasbro.com and follow us on Twitter (@Hasbro &
@HasbroNews).
About the survey:
These are findings from an Ipsos poll conducted April 29th – May
6th, 2015. For the survey, a sample of 2,000 U.S. parents age 18
and over with a child between the ages of 6-11 was interviewed
online, including 1,150 moms and 850 dads. With parental consent,
their children were also interviewed for part of the survey. The
precision of Ipsos online polls is measured using a credibility
interval. In this case, the poll has a credibility interval of plus
or minus 2.5 percentage points for all parents and plus or minus
2.5 percentage points for all children.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151004005069/en/
Disney Consumer ProductsJoss Hastings,
818-544-0382joss.hastings@disney.comorLauren B. Purnell,
818-544-0393lauren.b.purnell@disney.comorHasbro, Inc.Crystal Flynn,
401-727-5129crystal.flynn@hasbro.com
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