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Half of Roblox players 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,” Wiseman added. My Avastars is a first-of-its-kind collaboration between well-known toy maker WowWee– of Fingerlings and Got2Glow Fairy Finder fame – and popular title creator Gamefam, the first professional company to utilize Roblox as a video game development platform. Hasbro, Lego and Mattel, among others, are all apparently working on some new metaverse-play too. And just this past May, toymaker Jazwaresannounced it’s working with Uplift Games on a new toy line based on the wildly popular Roblox game Adopt Me! Still unsure about the metaverse? Let your daughter explain … Meta’s upcoming mixed reality headset, codenamed Project Cambria, teases these kinds of features well. Unless you work in tech, you likely haven’t experienced anything remotely close to that. But with a new toy like My Avastars, your child could be about to experience it firsthand. Maybe you can get her to explain it to you. Grow your My Avastars closet by collecting all 5 dolls, the more you have the more looks you can create! All My Avastars looks are compatible with each other. Customize your outfits again and again by mixing & matching across characters! Did you know? All My Avastars hairstyles are detachable, swap bangs, pigtails, and space buns for totally personalized hairdos. Fun for ages 6+ My Avastars Dreamer_3.0 doll
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. 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.
But how do you marry the world of physical toys – or any physical retail item – with ethereal objects that don't exist outside of a digital game world? By making both – of course – at the same time. 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.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. WowWee has entered the fashion doll category with its new toy line, My Avastars, which enables seamless interactive play in both the physical and digital worlds. 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. WowWee has partnered with Gamefam on My Avastars, with the initial launch of three dolls based on the new Roblox role-playing game.
Inspired by kids’ use of avatars to explore, create and express themselves in the metaverse, WowWee partnered with Gamefam, a top publisher on Roblox, in the creation of My Avastars. As a gamer myself, I love customizing my avatar before every session. This digital customization play pattern is so in line with traditional doll role-play yet I wasn’t seeing this type of integrative play being offered in the doll space. With My Avastars, kids now have the opportunity to turn their digital avatar into a real life fashion star with a variety of looks and accessories for endless customization, creativity and self-expression, both online and in real life.” As the Roblox universe continues to grow, we’re focused on creating the next generation of hit franchises born from the metaverse,” said Joe Ferencz, founder and CEO of Gamefam. “My Avastars marks the first time a toy and Roblox game have been developed concurrently, reaching players with an engaging experience both in the real world and in the metaverse.” 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. 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.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.
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