Disney and Hasbro introduce "next step" in toys-to-life with Playmation

New concept aims to combine toys, wearable tech and smart technology.
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Disney Consumer Products has partnered with Hasbro to reveal the "next step" in the toys-to-life field with the wearable Playmation initiative.

The new concept aims to combine toys, wearable tech and smart technology to encourage kids to use their imaginations as they take on the role of their favourite Disney heroes.

In partnership with Hasbro – who collaborated on the physical design of the new Playmation range – the collection launches with Playmation Marvel’s Avengers.

Scheduled to hit retailers this October, the line includes five connected toys, one piece of wearable Avenger Gear (the Repulsor), two Power Activators and two Smart Figures – Captain America and Iron Skull.

The kit allows kids to strap the Repulsor to their arm, listen to the voice of JARVIS as he takes users through how to use the gear, and through app and smart technology, ‘experience role-play and storytelling like never before.’

Further Playmation Marvel’s Avengers connected toys that work with the Starter pack will also be available separately for purchase at launch.

An AvengersNet app will also be available at launch, allowing kids to explore additional locations and characters as well as access new missions. Kids will be able to fight Marvel villains including Ultron, Iron Skull and Loki.

“Innovation and creativity are the driving forces behind Disney and our goal is to inspire children to unleash the power of their imaginations through the stories we tell and the experiences we create,” said Leslie Ferraro, president of Disney Consumer Products.

“With Playmation, we’re taking the next step in that tradition – bringing the worlds of storytelling and tech together in a new and exciting way.”

Joe Quesada, chief executive officer, Marvel, added: “With Playmation Marvel’s Avengers, the very best of Marvel storytelling is infused into every aspect of the system to further spark imaginative, active play.

“Playmation offers kids a dynamic way to interact with their favourite Super Heroes – I wish it was around when I was a kid.”

The Playmation Marvel’s Avengers Starter Pack will retail for around $119.99 across the US and Canada.

Star Wars and Disney Frozen systems are currently in development for 2016 and 2017.

Check out the trailer for Playmation, below:

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