Wicked Cool Toys joins eSports movement with LAMO universe launch

Wicked Cool Toys was looking to set a new precedent in video gaming culture’s vastly expanding world of esports when it previewed the LAMO universe at this year’s New York Toy Fair as one of the first toy company to spot the opportunity in the growing entertainment sector.

The LAMO line is now ready to take off with a concept that brings together the world’s most popular professional gamers, vinyl collectables, a mobile AR experience, and a digital party game.

LAMO’s vinyl collectables line-up features some of pro-gaming biggest names, including Ninja, summit1g, TimTheTatman, LIRIK, and Dr. DisRespect and is combined with an interactive AR collector app, and a fast-action digital battle game that is set in an amusement park-themed self-destructing game world.

The first five collectable figures are available exclusively at Target, GameStop, and through the official LAMO website. The LAMO vinyls were created and are distributed by Wicked Cool Toys.

Players are encouraged to activate the figures via the LAMO AR app for special in-game bonuses — including unique models and skins for the character and their hover-vehicles. Once unlocked, these bonuses become available for use in the LAMO arena fighting game as characters in the free-for-all or team battle mayhem.

Along with unlocking digital bonuses and serving as a way to track figure collections, the AR app also lets users take their unlocked characters out to explore the real world in an AR experience.

Meanwhile, the LAMO digital game integrates the collectible figures and the unlocked mobile app digital content in a fast-paced eight-player arena brawler.

Players choose a streamer as their character and jump into free-for-all or team battles for control of the self-destructing arena. The destructible battlefield is an amusement park-themed collection of obstacles and power-ups where players collect Jelly.

The LAMO vinyl figures and AR app are available now, and the LAMO game will launch into closed Alpha for Windows PC shortly. Console and mobile versions of the LAMO game are also in the works.

Further LAMO collectible figurines will be introduced soon, featuring additional fan-favourites from across video gaming and pop culture.

Ninja, summit1g, TimTheTatman, and LIRIK are not only featured as collectible vinyls and interactive characters, but they were directly involved in developing the LAMO experience from the start.


About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.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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