Disney Launches Playmation Connected Toys

New line of toys and wearables combine digital tech and real-world play.

Disney Consumer Products and Interactive Media and Hasbro launched Playmation Marvel’s Avengers Sunday, a new system of connected toys and wearables that fuses technology and digital storytelling.

Now on shelf across the U.S. and Canada for the first time, the new toy/game hybrid

is the culmination of extensive research into the world of play, highlighting a new opportunity to combine digital technology and physical play. Playmation is purposely not tethered to an Internet connection so players can run around and explore each adventure from anywhere they want.

“Playmation blends technology, storytelling and imagination in a way that’s made for today’s digitally savvy kids," says Nitin Chawla, vice president, strategy and business development, DCPI. "Our research shows families are looking for a new way to play that’s active, creative and technology-infused–and Playmation is just that.”

The Playmation Marvel’s Avengers starter pack includes five connected toys–one piece of Avenger Gear (Repulsor), two Power Activators and two Smart Figures, a superhero (Captain America) and a super villain (Iron Skull), as well as 25 missions.

To get started kids strap on the Repulsor gear and listen closely to JARVIS for tutorials and missions, inspired by Iron Man technology. 

Additional connected toys available in the Playmation line include smart figures–Iron Man, Black Widow, Hulk, M.O.D.O.K., Ultron Bot and Hulkbuster, which help players unlock new storylines and abilities when placed on the Power Activator and connected with Avenger Gear; and The Prowler Bot, a robotic villain who can find and hunt your Avenger Gear with 360-degree movement, while taking on dozens of enemy personas and abilities to make game play more challenging.

“With the launch of Playmation, we are not only creating a new play experience for today’s kids but celebrating a new chapter in our long-term partnership with Disney,” says Jerry Perez, senior vice president, global brand marketing, Hasbro. “Playmation has been a true collaboration, from global consumer research to product design and development, and we look forward to sharing this amazing new system of play with kids and families around the world.”

Fans can also download "AvengersNet" app to register their Avenger Gear, track their progress, explore additional locations and characters, check out and test Avenger Gear upgrades, gain access to new missions and more. "AvengersNet" is now available in the Apple App Store, with an Android version currently in development. 

The Playmation Marvel’s Avengers starter pack and other connected toys are now available at reatilers across the U.S. and Canada including Amazon, Best Buy, Game Stop, Target, Toys 'R Us and Walmart, as well as select Disney Store locations and DisneyStore.com. 

Additionally, PowerA has developed a selection of Playmation recharging solutions and accessories that are also now available including a Playmation Home Base to store gear in between battles, the Playmation Avengers Lab Gear Bag or taking gear on-the-go and the Playmation Repulsor Recharge Pack.