US TOY FAIR: Now Hasbro introduces Skylanders-style toys

Players can scan a B-Daman figure into an app to see it "transformed into a digital experience".
Author:
Publish date:
5_b-daman.jpg

First there was Skylanders, then Disney Infinity was announced - and now Hasbro has entered the new 'toys to life' category.

The new B-Daman marble battling line from Hasbro, under licence from D-rights and with manufacturing assistance from TakaraTomy, has been unveiled at the 2013 American International Toy Fair in New York.

Characters and battlefields featured in the upcoming B-Daman TV series will be available to kids.

Players will be able to scan any B-Daman figure using the app on their mobile device (available this autumn for Android and Apple devices) and the app will "transform the figure" into the digital experience. 

However, unlike Skylanders and Disney Infinity, B-Daman will not work with video game consoles.

Each figure also comes with a code card that can be used to unlock virtual B-Daman figures and exclusive content on BDamanBattles.com and in the app. 

"With its line of Beyblade tops, Hasbro has become a leader in the action battling category and we’re thrilled to be working with D-rights to deliver fast paced, character driven marble battling based on the B-Daman brand and entertainment," said Derryl DePriest, Vice President Global Marketing, Hasbro. 

"The digital experience we’ve built into each B-Daman figure continues to drive innovation and will bring the battling play to a new level."

The B-Daman animated series is anticipated to air in the US beginning in September. 

B-Daman is an action toy and entertainment brand in more than 30 countries, with cumulative worldwide sales approaching 100 million units.

The range is set to hit UK shelves this autumn.

Image placeholder title

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.

Related

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.