Golden Bear has lifted the lid on its new boys' collectable range called Dudes.
The property from MEG - which combines physical and virtual elements - will hit toy stores in late summer in the form of foil bags, blister packs and play-sets that can be enhanced using a smartphone or tablet.
The news comes one year after Golden Bear formed its GB Toys division to target older children.
Targeted at boys aged five to 12, Dudes are low priced collectables that have their own stories, personalities and appearance.
Dudes figures are used to compete in a dice-like game where they can earn points or be swapped and traded.
Each figure can also unlock features in a virtual world on iOS and Android devices. For example, kids can hear each Dude’s signature rap, interact with a Dude, superimpose their own face to become a Dude, make their own rhyme and share performances with friends using social media.
Barry Hughes, General Manager at GB Toys, commented: “The addition of Dudes brings an exciting opportunity for the team at GB Toys and it is one that will place us firmly in the older boys market.
"This is a whole new innovation in collectables that convert into an online platform where kids can interact with others, taking inspiration from their mutual appreciation of the brand."
Joe Morrison, CEO of MEG, said: “We view this as a terrific partnership and believe GB Toys will be a great creative resource in the further development of the Dudes Brand."
For more information contact Golden Bear on firstname.lastname@example.org.
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