WowWee launches new generation fashion dolls My Avstars – Toy World Magazine

WowWee has teamed up with Gamefam on My Avstars, with the initial launch of three puppets based on the new role-playing game Roblox.

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.

Inspired by children’s use of avatars to explore, create and express themselves in the metaverse, WowWee has partnered with Gamefam, a top publisher at Roblox, to create My Avstars.

“Half of Roblox users identify as girls, but when you look at how the toy industry intersects with games, its product offering is focused primarily on action figures and blasters. Serving other categories and customers is a huge space and something we are very passionate about, ”said Sydney Wiseman, vice president of brand development and creative strategy at WowWee.

“As a player, I like to customize my avatar before each session. This pattern of digital adaptation is so much in line with the traditional puppet role play, but I haven’t seen this type of integrative game being offered in a puppet space. With My Avastars, children now have the opportunity to turn their digital avatar into a true fashion star with a variety of looks and accessories for endless customization, creativity and self-expression, both online and in real life. ”

My Avstars will be launched with three puppets: KawaiiPie ^^, A_VibeThng and Dreamer_3.0. Each doll comes dressed in its distinctive fashion outfit along with mysterious bonus gear and sticker sheets for more than 100 possible looks in each box.

“One of the things that is unique about My Avstars is the aesthetics of the doll itself,” said Andrew Yanofsky, vice president of marketing and operations at WowWee. “Traditionally, fashion dolls are shaped to ‘perfection’. By comparison, the block shape of My Avstars, flat surfaces, peeling and repeating stickers, are all designed to challenge children’s creativity by allowing them to change and rearrange their dolls while making their avatars. ”

Each My Avastars doll comes with its own individual code that can be used on the Roblox platform as part of a new game called My Avastars: RP. The role-playing game, which starts this July, allows children to revive their dolls online, unlocking new fashions, hairstyles and even facial features.

My Avstars is the first property of community-oriented fashion dolls. WowWee and Gamefam are launching a Discord server to enable two-way chat between fans and the brand. Fans will have an integral voice in the evolution of My Avstars, both in the expansion of the game and in the line of physical toys.

“As the Roblox universe continues to grow, we are focused on creating the next generation of hit franchises born from the metaverse,” said Joe Ferencz, founder and CEO of Gamefam. “My Avastars is the first time a toy and a Roblox game have been developed at the same time, reaching players with interesting experiences both in the real world and in the metaverse.”

My Avastars are available for pre-sale, and a limited number will be delivered this summer before they officially hit the shelves of major retailers in October.

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