Toy Association Member News from the Metaverse

June 24, 2022 | The Toy Association called out “The Great Play Escape” as a major trend for this year. Part of that trend speaks to how children and families are escaping into virtual worlds and how more toymakers are investing in the metaverse and bringing pieces of these digital spaces to life.

“Even as the world reopens, families everywhere are still looking for ways to mentally escape and play has proven to be a powerful tool to do so,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “‘The Great Play Escape’ speaks to the growing prevalence of   playthings that let kids engage further with their favorite digital characters and locales both virtually and in the real world.”

Here's a brief roundup of how some Toy Association member companies are tapping into the metaverse and the next evolution of web-based (web3) technologies, including blockchain and NFTs:

Bandai Namco Toys & Collectibles America’s new gamified wearable band Vital Hero features unique Digital Monsters and evolves as kids play, stay active, battle, and compete with friends. While the bands encourage active play, two apps will be made available where kids can battle in online player-vs-player games and store their collection of Digital Monsters.

Imagination Gaming announced the launch of Ape-Opoly, the first-ever Bored Ape and NFT-themed physical board game in collaboration with Global Merchandising Services. Within the game, players will make their way around the board minting and licensing real Bored Ape NFTs to expand their collection and live out the highs and lows of a crypto millionaire – all while avoiding rug pulls, gas fees, and bankruptcy.

Mattel announced a new partnership with OnChain Studio’s NFT marketplace Cryptoys to create customizable NFTs featuring its brands launching later this summer on the Flow blockchain. OnChain Studios is also developing a Cryptoys metaverse and other play-to-earn games where Mattel’s intellectual property will be made into playable avatars.

WowWee has partnered with leading Roblox publisher Gamefam to create a WEB3 doll line. My Avastars is inspired by kids’ use of avatars to explore, create and express themselves in the metaverse and will feature real-world dolls kids can customize in the real world as well as a new role-play game (RPG), My Avastars: RP.

To have your company’s news and initiatives featured, please submit them to jlynch@toyassociation.org.