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Meet My Avastars,a newcollection of dolls available for presaleSaturday that's being hailed as the first-ever toy “born in the metaverse.”Why is this important? Because your 7- to 12-year-old’s about to know a whole lot more about the metaverse than you do. WowWee has partnered with Gamefam on My Avastars, with the initial launch of three dolls based on the new Roblox role-playing game. PERSONALIZED AVATARS IRL! My Avastars 11” Fashion Dolls bring the fun of creating virtual avatars to real life. Each doll can be customized from head to toe to create 100+ looks. While it’s a first in this form, My Avastars is far from the only nameabout to step foot in the toy-meets-metaverse space. Nintendo's ongoing collaboration with Lego has yielded some incredible toys, including Lego-fied versions of Mario, Luigi, Princess Peach and many others.
It's all thanks to unique NFC tags placed throughout the sets. When you put a character on one of the target spots, they do something cool, like pull a lever, stomp on enemies or open a door. Special sound effects and animations also get triggered, making the experience feel like an actual videogame.
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At this point, the metaverse basically represents a 3D model of the internet – a place parallel to the physical world – or a shared virtual space that’s interactive, immersive and even hyper-realistic.
As a gamer myself, I love customizing my avatar before every session. This digital customization play pattern is so in line with traditional doll roleplay, yet I wasn’t seeing this type of integrative play being offered in the doll space,” Sydney Wiseman, vice president of brand development and creative strategy at WowWee, told me over Zoom. A few things stand out here: The toy industry is evolving and catering to kids’ explosive interest in gaming. It also zeroes in on a hugely popular digital play pattern – customizing your digital self. Half of Roblox users identify as girls, yet when you look at how the toy industry intersects with gaming, its product offerings are focused primarily on action figures and blasters. Catering to other categories and customers is a huge white space and something we’re very passionate about,” said Sydney Wiseman, VP of Brand Development & Creative Strategy at WowWee. According to Roblox’s latest statistics, there are some 55 million daily active users. Of those, one in every five people updated their avatars every day in 2021. There’s also been explosive growth in the number of female creators on the platform, which the company said experienced “353% year-over-year growth,” in 2021. With numbers like that, it’s no surprise that My Avastars core demo is girls.This entire concept delivers directly to the shift in popular play: Part digital, part physical, done alone or with friends, in the real world or online. My Avastars is the first community-centric fashion doll property. WowWee and Gamefam are launching a Discord server to enable a two-way conversation between fans and the brand. Fans will have an integral voice in the evolution of My Avastars, both in the expansion of the game play and the physical toy line.
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