With Launch of New Plyamation Toys, Disney Looks to Redefine “Playtime”
On Monday, Disney Consumer Products and Interactive Media (DCPI) and Hasboro, Inc., launched Playmation Marvel’s Avengers, a product that the companies are heralding as “the next step in the evolution of play.” The new line of connected toys and wearable gear bring together technology and digital storytelling to “create a completely new category of play,” the companies said.
The Playmation line of toys is the result of research into the world of play by a team of “technologists, imagineers, and storytellers” from across the Walt Disney Company. It highlights the opportunity for a new type of play that combines digital technology and physical, real-world activity, the researchers said. In their research, a survey of more than 2,000 families throughout the U.S. found that almost all parents believe active playtime is essential to their child’s healthy development, and four out of five parents said their child is more likely to participate in a game if technology is involved.
“Playmation blends technology, storytelling, and imagination in a way that’s made for today’s digitally-savvy kids,” Nitin Chawla, vice president of strategy and business development at DCPI, said in a statement. “Our research shows families are looking for a new way to play that’s active, creative and technology-infused – and Playmation is just that.”