Disney joins growing iPad toy trend

Firm introduces Appmates mobile application toys, which use the iPad as a play mat.
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The new toy line comes to life digitally when used with an Apple iPad. Appmates feature patent-pending technology, the line features miniature Disney Pixar Cars 2 vehicles with sensors on the base of each toy that are recognised as a unique footprint by an app with no cable or Bluetooth connection required.

The Cars 2 Appmates app from the iTunes app store is free to download from early to mid-October, then place the toy character on the screen to play.

Sunny Lauridsen, director of digital toys for DCP, said: "We have cracked the technology code in changing the way kids play with their toys.

"Kids will always use toys to play out their favourite Disney stories, but Disney Appmates now allows them to include technology which has become a way of life for them through a beautifully rich app.”

Bart Decrem, general manager of Disney Mobile, added: "We believe iPad is becoming a critical canvas for the next generation of storytelling, and with Appmates we’re bringing Disney characters to life in a way never previously imagined."

Users can Explore the world of Radiator Springs by turning the toy car in any direction; Perform missions unique to each character; Race against World Grand Prix opponents over five racetracks.

Each toy unlocks different features and content within the app depending on the character. Fans can download and test the app by simply using their fingers to drive a virtual car through the world, but the play experience is optimised to come to life with the Appmates toy vehicles.

Created in collaboration with Spin Master, Disney Appmates toys launch in the UK from October 3rd. They will be available from Apple Store, Apple Store online, selected Disney Stores and DisneyStore.co.uk as vehicle two-packs featuring characters including Lightning McQueen, Tow Mater, Finn McMissile and Holley Shiftwell, and a vehicle single pack with Lightning McQueen.

Two additional characters — Francesco Bernoulli and Shu Todoroki — will be available through Apple Store and Apple Store online.


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