TOMY to enter toys-to-life space with PlayFusion

TOMY International has teamed with UK-based indie game developer PlayFusion to launch a new toys-to-life product. 

The firm has signed as the master toy licensee for PlayFusion’s next-generation fantasy role-playing title, which is set to launch in 2017. 

“TOMY is the ideal toy partner," said Mark Gerhard, chief executive officer and co-founder of PlayFusion. 

"They are one of the only global toy companies with distribution operations spanning six continents, and crucially they are industry leaders in both quality and innovation which perfectly matches our DNA. We are very excited to partner with them to bring a new depth of entertainment experience to the compelling fantasy world we are creating.” 

Masayuki Nagatake, president of TOMY International, added: “PlayFusion has pioneered the future of toys to life and we’re thrilled to partner with them to deliver breakthrough original IP. 

"We believe our partnership is uniquely positioned to become the leading game, toy and technology platform for this hyper-growth category over the next 3 to 5 years.We look forward to bringing their vision to life through revolutionary toys and thereby deeply engaging gamers on an entirely unique level.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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