Barcelona based toy firm will release collection of playsets, figures and blind bags featuring augmented reality across EU in 2014

Sony appoints IMC Toys as Global Master Toy partner for Invizimals

Sony Computer Entertainment Europe has awarded IMC Toys as the Global Master Toy partner for its successful videogame franchise, Invizimals.

The Barcelona based toy company has already built a reputation in licensed products and the firm is now poised to launch the first Invizimals toy range across the UK, Spain, Italy, Germany, France and Portugal from spring 2014.

The new range will use augmented reality – also featured in the videogames and upcoming Invizimals TV series – as IMC prepares to launch a hero range including the Alliance Base and Temple of Light playsets.

The toy firm will also be launching a range of action figure packs, blind bag collectible figures and a Z-Comm wrist watch, featurng lights and sounds from the videogame and TV show.

“There was a real meeting of minds with IMC Toys and we’re confident they are the perfect partner to spearhead the licensing drive for Invizimals,” says David Evans, European Licensing Manager, Sony Computer Entertainment Europe.

“IMC Toys clearly shared our vision for the brand and we recognised that their passion, energy and retail expertise would culminate in a toy line that embraces the very special attributes of Invizimals. We can’t wait to see the finished product.”

Jordi Borrell, corporate marketing director, IMC Toys, said: "We are delighted to be working with Sony Computer Entertainment Europe on this stand-out property and look forward to introducing an Invizimals toy line that will add a new dimension to the brand experiences."

Terry Crew, managing director for IMC Toys, UK, added: "The Invizimals game is ground-breaking in terms of its tech innovation and to reflect those qualities we’ve developed a toy range with a host of interactive special features to fire the imaginations of young Invizimals fans."

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