Disney’s Playmation: Combining Toys, Technology and Imagination

Disney has partnered with Hasbro to bring Playmation, a line of toys which combines toys, wearable technology and most importantly, a child’s imagination. The Playmation series is a twist on laser tag with live action role playing elements, allowing kids to assume the identity of their favorite super hero or heroine (as long as they’re from The Walt Disney Company, of course).

In a digital age where most kids have their eyes glued to screens, Playmation hopes to invigorate children to get outside and break free from a sedentary lifestyle.

Friday, May 15, 2015 in Encino, Calif. (Photo by Colin Young-Wolff/Invision for Disney/AP Images)

Friday, May 15, 2015 in Encino, Calif. (Photo by Colin Young-Wolff/Invision for Disney/AP Images)

“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,” said Leslie Ferraro, president of Disney Consumer Products.

The inspiration behind the Playmation line came from an extensive research study commissioned by Disney. The surveys showed that parents are nostalgic for the way they used to play and want to get their kids to be more active. The research also found that children enjoy running around outside, but also have a hunger for technology-infused products.

The initial launch will be themed around Marvel’s Avengers series and feature cool gadgets such as Iron Man’s Repulsor, which will interact with other Smart Figures and Power Activators in the Playmation line. With the help of JARVIS, Tony Stark’s computerized assistant, kids are given missions in which they’re instructed to crouch, run, jump or dodge to complete their objectives. If they don’t want to face off against a stationary figure, kids can use the Repulsors like a pair of laser tag guns and battle each other.

Friday, May 15, 2015 in Encino, Calif. (Photo by Colin Young-Wolff/Invision for Disney/AP Images)

Friday, May 15, 2015 in Encino, Calif. (Photo by Colin Young-Wolff/Invision for Disney/AP Images)

 

Playmation will have their own AvengersNet app to access more imaginary locations, characters and missions to ensure kids stay excited about going outdoors. But that does not mean kids will have to be around a Wi-Fi network to play – that would defeat the purpose.

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The Playmation Marvel’s Avengers Starter Pack will retail for $119.99 and will launch in October of this year. These toys could be hot commodities come holiday season, so you can pre-order at select Disney Stores and DisneyStore.com on July 7.

The Avengers set is only the first in a long line. Disney and Hasbro are planning a Star Wars Pack in 2016 and Frozen for the following 2017 year. As much as I’d want to see a duel between Vader and Elsa, I’d much rather have an Iron Man helmet with Augmented Reality tech… but I’m not holding my breath.

For more information visit www.playmation.com

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