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

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.
Author:
Publish date:
Social count:
0
0 Jumo.png

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.

Related

The magic of toys-to-life

Jon Gibson, studio head of Gobo Brighton, is currently working with “a daring and ambitious partner” on a brand new toys-to-life concept. Here he takes a look at what the next wave of products in this exciting space needs to offer consumers.

95_mypictr_200x200.jpg

Game on

Despite new pressure from the video games sector, which has moved into social gaming in a big way, a recent Reuters poll showed many consumers are returning to board games and puzzles, as staying in becomes the new going out. ToyNews finds out what is new in the market...

0 Disney Infinity 2.png

Life support

MCV editor Chris Dring reveals what the end of Disney Infinity means for the future of the toys-to-life sector, and asks: is it time to abandon the concept?

Featured Jobs

Gameplan Job Logo 620 x 349

Sales Director UK

Our client is a well established privately owned UK toy manufacturer which has won numerous awards for outstandingly innovative toys, gifts and gadgets. A correspondingly outstanding and talented UK Sales Director is to be recruited who has the potential, the will, the drive and the ambition to advance to a higher position within a few years.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.