Disney Unveils Playmation

Disney Consumer Products has unveiled a new system of smart toys and wearables called Playmation, created in partnership with Hasbro.

April 6, 2018

Disney Unveils Playmation

Set to launch in October, the new system uses smart technology to inspire kids to run around and use their imaginations as they become the hero or heroine of stories from across The Walt Disney Company.

The launch also marks a new chapter in Disney Consumer Products’ long-term partnership with Hasbro. DCP and Hasbro collaborated on the physical product design and manufacturing of Playmation.

“Innovation and creativity are the driving forces behind Disney, and our goal is to inspire children to unleash the power of their imaginations through the stories we tell and the experiences we create," says Leslie Ferraro, president, Disney Consumer Products. "With Playmation, we’re taking the next step in that tradition–bringing the worlds of play, storytelling, and technology together–in a new and very exciting way. Playmation takes the best the digital world has to

offer and uses it to create supercharged, real world play. This is play updated for today’s kids–bringing their imaginations to life as they go on active adventures alongside their favorite characters.”

Dreamed up by a team of technologists, Imagineers and storytellers from across The Walt Disney Company, Playmation is the culmination of extensive research into the world of play. A new third-party study commissioned by Disney reveals that parents feel nostalgia for the way they used to play growing up and that they also have a desire to keep their kids active. The study also found that children enjoy being active, yet at the same time, they have a growing appetite for technology-infused products. Additionally, the study indicated that while almost all parents believe in the power of active and creative play, they believe technology is also an important part of growing up today. In fact, 9 out of 10 parents are open to new technology that could play a role in keeping their child active.

“This is classic play for the millennial generation,” said Jim Silver, editor in chief and chief executive officer, TTPM. “Playmation takes the role play category to a new level of engagement with their breakthrough interactive play. It is the entry point into a new category of toys that bring digital experiences into the real world. With Playmation, Disney Consumer Products is going to raise the bar in the world of play.”

"Playmation Marvel’s Avengers" will be the first in a series of systems in development around Walt Disney Company franchises, and will hit shelves this October. At launch, the "Playmation Marvel’s Avengers" starter pack will include five connected toys: one piece of Avenger Gear (Repulsor), two Power Activators and two Smart Figures. Other Playmation Marvel’s Avengers connected toys that work with the starter pack will also be available separately for purchase at launch, with more on the way.

 Also available at launch, will be the "AvengersNet" app where users can register Avenger Gear to see progress, explore additional locations and characters and get access to new missions.

"Playmation Marvel’s Avengers" products use familiar technologies including smart toys, wearables, wireless technology, motion sensors and more, but applies them in ways that are completely new. Playmation is purposely not tethered to an Internet connection so players can run around and explore each adventure from anywhere they want. With multi-player modes, recruits can sync their Avenger Gear to tackle missions and combat arenas together, or face off in competitive play. 

 The "Playmation Marvel’s Avengers" starter pack will have a suggested retail price of $119.99 and will launch in October  in the U.S. and Canada at mass and specialty retailers, select Disney Store locations and DisneyStore.com, and will be available for pre-order starting July 7.

Star Wars

and Disney


systems are currently in development for 2016 and 2017, respectively. Each will use a range of technologies to create a system based on the different ways that kids play and experience their favorite stories and characters from that franchise.

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