WowWee Toys is entering the market with a new interconnected line of fashion dolls and an IP for games for teenage girls on Roblox.
Launched in retail during 2022, My Avastars dolls have a unique look inspired by Roblox avatars. And dolls and clothes that children buy IDPs come with product codes to load them into a new role-playing game called My avastare: RPbuilt by WowWee and developer Gamefam from LA.
This social hub experience begins in July and will allow players to communicate and play roles with each other, decorating houses, dressing up characters and playing mini-games such as catwalk shows. Then in October, the first wave of My Avastars dolls will arrive at North American Walmart, Target and Macy’s stores (as well as Toys R Us locations in Canada) for $ 24.99.
There are three dolls in the initial range — KawaiiPie ^^, A_VibeThng and Dreamer 3.0 — and each comes with two clothes and more than 50 stickers that children can use to customize the face, clothes and hair of the doll in almost 100 different combinations. They can also use the code from the collector’s card included in the doll’s packaging to import all the clothes and stickers directly into the game.
WowWee has seen that the demographic category of teenagers is largely ignored in the game categories and believes that fashion is a good path, says Sydney Wiseman, vice president of brand development and creative strategy.
“We are the first toyco to launch a brand new IP in Roblox,” says Wiseman. “Almost 50% of all the players on the platform are girls, and we wanted to attract that audience because wearing avatars is one of the most popular activities.
“Most Roblox products are either action figures or blasters, but we wanted to meet a different audience whose needs are not being met, with a new feature,” she adds.
Like Minecraft, Roblox serves all types of users – from pure gamers, through coders, to children who just love to dress up and socialize in the virtual world. Creativity makes him so wildly popular, Wiseman notes, and that’s the fire the company wanted to fuel with its highly adaptable dolls and the virtual world they live in.
“As much as people spend [content], there is an equal audience of children who want to create content on user-generated platforms such as TikTok and YouTube because it is so accessible. And now at Roblox, if you’re a little smart at coding or programming, you can make your own clothes and sell them online in your store, or even make your own game. ”
In the future, Gamefam and WowWee are interested in launching a server on the Los Angeles-based Discord communications platform, which would allow both companies to work directly with Roblox’s community of creators to develop new IP content.
“It was interesting to learn how to talk and make arrangements with children,” says Wiseman. “They don’t have any business experience, but we try to find a balance in working together and help them understand and grow because there are so many opportunities to do really cool things as UGC creators.”
Get involved tomorrow to discover how toycos have embraced Roblox as the next big toy licensing limit, seeking success one by one for a range of consumer products.