Disney hints at AR Star Wars toy line - ToyNews

Disney hints at AR Star Wars toy line

But following disappointing sales it won't be through the Playmation toy brand.
Author:
Publish date:
Social count:
0
0 0staryea.jpg

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.”

Related

Disney's Mike Stagg on this year's toy plans for Star Wars and Marvel

For fans the world over, 2015’s release of Star Wars: The Force Awakens made for a monumental moment. Now, with new Marvel releases, a Frozen sequel and more Star Wars to come, Disney promises that the next few years will be no different. Robert Hutchins talks to Mike Stagg, The Walt Disney Company’s vice president and general manager, retail UK and Ireland, about the its plans to top the toy charts this year.

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.