Jumo to cater for indies with new 'games-to-life' title

The firm, merging mobile gameplay with physical toys, wants to make sure the High Street is “loved as well,” despite its debut product initially being sold exclusively via Amazon.
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New toy firm Jumo believes that its ‘games-to-life’ concept will present opportunities to bricks and mortar stores, despite initially being sold exclusively via Amazon.

Infinite Arms is a connected, free-to-play gaming experience that merges mobile gameplay with physical toys.

Jumo has created a patented system, dubbed Fast Toys, that allows the rapid release of physical toys to keep up with the content demands of the digital game.

For example, if the firm’s data shows a character or weapon is proving popular, Jumo can launch a new physical toy based on these findings while the results remain relevant.

Consumers will initially only be able to purchase Infinite Arms action figures via Amazon, but the firm is “not opposed to physical retailers.”

“We want to keep online retail as the main path but if physical stores came to us and wanted to launch special action figures, we’re thinking about that,” Keiichi Yano, Jumo CEO and co-founder, told ToyNews.

Chris Esaki, Jumo’s chief creative officer, added: “We’re hoping to build a vibrant community around Infinite Arms. We have season-long leader boards and consumers at the top of these will be rewarded with special rare toys.

"In addition to that, we will allow players to set up their own events and tournaments. We can then create custom toys for those sorts of events.

“For retail, that possibility is there as well. For indies that cater to a specific subset, we want to make sure they are loved as well, so we’re looking at doing custom stuff for them.”

Jumo is a new company made up of video game and toy veterans. Jumo CEO Keiichi Yano has previously created music games for Nintendo, Microsoft and Sony, while Yasuo Takahama, the firm’s chief Fast Toys officer, has previously designed for the likes of Transformers and Tamagotchi.

Jumo’s Infinite Arms will launch in the UK later this year for iOS and Android devices.


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