has entered the fashion doll category with its new toy line, My Avastars. Inspired by kids’ use of avatars to explore, create and express themselves in the metaverse, WowWee partnered with GameFam, a publisher on Roblox, in the creation of My Avastars for a doll that enables seamless interactive play in the physical and digital worlds.
users identify as girls, yet when you look at how the toy industry intersects with gaming, its product offerings are focused primarily on action figures and blasters,” says Sydney Wiseman, vice president, brand development and creative strategy, WowWee. “Catering to other categories and customers is a huge white space and something we’re very passionate about. As a gamer myself, I love customizing my avatar before every session. This digital customization play pattern is so in line with traditional doll role play yet I wasn’t seeing this type of integrative play being offered in the doll space. With My Avastars, kids now can turn their digital avatar into a real-life fashion star with a variety of looks and accessories for endless customization, creativity and self-expression, both online and in real life.”
“One of the things that’s unique about My Avastars is the aesthetic of the doll itself,” says Andrew Yanofsky, vice president, marketing and operations, WowWee. “Traditionally, fashion dolls are molded to ‘perfection.’ In comparison, the blockish shape of My Avastars, the flat surfaces, the peel and repeat sticker play, are all designed to provoke kids’ creativity by allowing them to change and rearrange their dolls as they do their avatars.”
Each My Avastars doll comes with its own code to be redeemed on the Roblox platform within the new game, “My Avastars: RP.” The role-playing game, launching this July, will enable kids to bring their dolls to life online, unlocking new fashions, hairstyles and even facial features.
WowWee and Gamefam are launching a Discord server to enable a two-way conversation between fans and the brand. Fans will have an integral voice in the evolution of My Avastars, both in the expansion of the gameplay and the physical toy line.
“As the Roblox universe continues to grow, we’re focused on creating the next generation of hit franchises born from the metaverse,” says Joe Ferencz, founder and chief executive officer, Gamefam. “My Avastars marks the first time a toy and Roblox game have been developed concurrently, reaching players with an engaging experience both in the real world and in the metaverse.”
My Avastars are available for pre-order, with a limited number being shipped this summer before officially hitting shelves at major retailers including Walmart, Amazon, Target and Macy’s in October.
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