Disney Consumer Products has introduced Playmation, a system of toys and wearbles that uses smart technology to inspire kids to harness the power of their imaginations. Playmation Marvel’s Avengers is the first in a series of systems in development around the Walt Disney Co. franchise. The set is set to hit shelves this October at mass and specialty retailers, select Disney Store locations, and disneystore.com.
At launch, the Playmation Marvel’s Avengers Starter Pack will include 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). To play, kids strap on the high-tech Repulsor Gear to their arms, inspired by Iron Man technology, and listen closely to JARVIS as he takes them through a tutorial on how to control the new Gear. Other Playmation Marvel’s Avengers connected toys will be available separately for purchase at launch, with more on the way next year.
The AvengersNet app will also be available at launch, which allows users to register their Avenger Gear to see progress, explore additional locations and characters, and get access to new missions. In the game, kids can fight Marvel Super Villains including Ultron, Iron Skull, and Loki, or join Avengers superheroes such as Black Widow, Falcon, and more as they battle to save Earth. They will need to run, jump, duck, dodge, and do whatever it takes to complete challenges necessary to their rescue mission.
Star Wars and Disney Frozen systems are currently in development for next year and 2017, respectively. Each will use a range of technologies to create a system based on the different ways that kids play and experience their favorite stories and characters from the franchises.
A team of technologists, Imagineers, and storytellers from across The Walt Disney Co. came together to create the new experience, which involved extensive research into the world of play. A third party research study conducted by Ipsos and commissioned by Disney, showed that parents feel nostalgia for the way they used to play, but also have a desire to keep their kids active. The study also revealed that kids enjoy being active but also like technology-infused products.
The Playmation Marvel’s Avengers Starter Pack will be available for pre-order on July 7.
See more on how the system works: