Disney introduced its Disney Appmates mobile application toys yesterday, a new toy line that comes to life digitally when used with an Apple iPad.
Developed in collaboration between Disney Consumer Products and Disney Mobile, the Appmates toy line features miniature Disney·Pixar Cars 2 vehicles with sensors on the base of each toy that are recognized by an app with no cable or Bluetooth connection required.
Created in collaboration with Spin Master, the toys launch Oct. 1 at national retailers, Apple Store and Disney Store with vehicle two-packs featuring four characters including Lightning McQueen, Tow Mater, Finn McMissile, and Holley Shiftwell. Two additional characters, Francesco Bernoulli and Shu Todoroki, will launch in November exclusively through Apple Store.
The free Cars 2 Appmates app from the iTunes app store will be available in mid-October.
"We have cracked the technology code in changing the way kids play with their toys," says Sunny Lauridsen, director of digital toys for DCP. "Kids will always use toys to play out their favorite Disney stories, but Disney Appmates now allows them to include technology which has become a way of life for them through a beautifully rich app."
"We believe iPad is becoming a critical canvas for the next generation of storytelling, and with Appmates we're bringing Disney characters to life in a way never previously imagined," says Bart Decrem, general manager of Disney Mobile.