Disney hints at AR Star Wars toy line

Disney is still keen to break the connected toy market in a similar way to Pokémon Go, despite a disappointing first year for its Playmation.

The firm has hinted at plans to develop a line of AR tech Star Wars toys, having already put its plans to release a collection of Playmation toys based n the sci-fi franchise on hold.

Announced last year, Playmation was championed as the toy brand to take Disney into the internet connected, wearable toys market, with the first wave launched based on Disney Marvel superheroes such as Iron Man and Hulk.

The technology behind Playmation was developed in house while manufacturing and distribution was handed to Hasbro.

However, according to the Wall Street Journal, sales of Marvel Playmation products have fallen short of targets with lines now being heavily discounted. On Disney’s retail website, Playmation character toys that originally cost $15 are on sale for $4.

Despite the disappointing results for the toy brand however, Disney has stated that it remains ‘bullish on the blending of physical and digital to create new kinds of connected play experiences.’

One such concept that is reportedly in the pipeline is incorporating augmented reality – the same used for Pokémon Go – into new Star Wars lines.

However, sources close to the project has said that these lines are still in early stages of development and I isn’t clear when or whether Disney will debut them.”

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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