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Disney Announces Swampy Line

Disney Announces Swampy Line

Disney Mobile and Disney Consumer Products has announced the first line of merchandise based on Disney's mobile game, "Where's My Water?." Licensees and retailers already signed on include Hasbro, JAKKS Pacific/CDI and Toys ‘R’ Us.Th

Disney Mobile and Disney Consumer Products has announced the first line of merchandise based on Disney's mobile game, "Where's My Water?." Licensees and retailers already signed on include Hasbro, JAKKS Pacific/CDI and Toys ‘R’ Us.

The first wave of "Where's My Water?" products will be available nationwide in June, with select items available now at Disney Store locations and DisneyStore.com. The line features plush and novelty toys, consumer electronics accessories, apparel and accessories. The second wave of products, coming this fall, will expand to include a face-to-face game, consumer electronics, stationery, home accessories and Halloween costumes.

"The Where's My Water? product launch continues Disney's tradition of developing innovative and story-driven products that enhance consumers' love for Disney characters and storytelling," says JD Edwards, vice president of media networks and games licensing, Disney Consumer Products. "The new line expands the Where's My Water? experience by giving fans a way to deepen their relationship with Swampy and his friends outside the virtual realm of the game.”

The new line extends the story of Swampy the Alligator, Disney's first original character for mobile.

Since launching in September 2011, the "Where's My Water?" app has reached the No. 1 spot in the Apple iOS App Store in 80 different countries. Later this year, Swampy will make his debut online in a 12-episode web series called, "Where's My Water?: the Adventures of Swampy."

"'Where's My Water?' has quickly become one of the most popular titles in mobile gaming history, making Swampy one of the most beloved characters ever born from a mobile franchise," says Bart Decrem, senior vice president and general manager, Disney Mobile. "Launching a line of Disney merchandise just seven months after hitting the App Store is a testament to the cultural relevance Swampy and his friends have already achieved."

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