WowWee has entered the category of fashion dolls with its revolutionary new line of toys: My Avstars. 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 for a puppet that enables seamless interactive play in the physical and digital worlds.
“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, ”he says 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 customization 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, kids 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 launch with three puppets: KawaiiPie ^^, A_VibeThng i Dreamer 3.0. Each doll comes dressed in its distinctive fashion outfit along with mysterious bonus clothes and sticker sheets for over 100 possible looks in each box.
“One of the things that is unique about My Avstars is the aesthetics of the doll itself,” he says 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. role play
launching this July, allows children to revive their dolls online, discovering 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 Austars, both in the expansion of gaming 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,” he says. Joe Ferencz, founder and CEO of Gamefam. “My Avstars is the first time that the toy and the Roblox game have been developed simultaneously, reaching players with interesting experiences both in the real world and in the metaverse.”
My Avastars are available for pre-order from June 20, and a limited number will be delivered this summer before officially arriving on the shelves of major retailers in October 2022 (IFRS: $ 24.99; age 6+).
For more information, visit https://myavastars.com.