The Walt Disney Company has always sought to innovate the way stories are told and experienced, and the twenty-first century is no exception. In its quest to continue pushing the boundaries of storytelling, the company is introducing Playmation, a new technology that reinvents classic, make believe play.
Disney Consumer Products describes Playmation as “the next step in the evolution of play, where digital gets physical and imagination becomes real.” The system combines wearables for kids that interact with smart toys.
According to Disney, parents wanted kids to move around more, and Playmation is an answer to their plea. Like a real life video game, kids need to get moving as Jedi, Avengers, and Princesses if they want to defeat the bad guys and unlock new content.
“Innovation and creativity are the driving forces behind Disney, and our goal is to inspire children to unleash the power of their imaginations through the stories we tell and the experiences we create,” stated Leslie Ferraro, president of Disney Consumer Products, in a press release. “With Playmation, we’re taking the next step in that tradition – bringing the worlds of play, storytelling, and technology together – in a new and very exciting way.”
The Playmation line is a collaboration with Hasbro. The first line to be released is Marvel’s Avengers, with gear hitting stores this October (in time for the Christmas season of course with a price tag of $119.99)
Children (and adults) will first be able to get their hands in an Iron Man repulsor glove and follow Jarvis’ cue to defeat a classic villain. Star Wars and Frozen Playmation lines are also in the works for 2016 and 2017.
Continuing the high-tech tradition
Playmation doesn’t come too much as surprise because it draws upon the merging of art and science that Disney has always strived for. Recently, the company added the Magic Band to their Walt Disney World experience, which was also dreamed up by a team of technologists, Imagineers and storytellers from across Disney. Tomorrowland, which is in theaters, is also the first Dolby Vision theatrical release.