Launch of Disney’s Playmation Heralds a New Way to Play for Kids and Families

Unique combination of technology and digital storytelling creates
first-of-its kind active play experience

New study highlights kids’ and parents’ mutual desire to spend
more time playing together

GLENDALE, Calif.–(BUSINESS WIRE)–Disney Consumer Products and Interactive Media (DCPI) and Hasbro, Inc.
today launched Playmation
Marvel’s Avengers
– the next step in the evolution of play. The
groundbreaking system of connected toys and wearables fuses technology
and digital storytelling to create a completely new category of play.
Hitting shelves across the U.S. and Canada for the first time today, the
new toy/game hybrid aims to inspire both kids and parents to get active
and creative at playtime.

Dreamed up by a team of technologists, Imagineers and storytellers from
across The Walt Disney Company, Playmation is the culmination of
extensive research into the world of play, highlighting the opportunity
for a new type of experience that combines digital technology and
physical, real-world play.

The online study of 2,000 families across the country confirms that
almost all parents believe active playtime is essential to their child’s
healthy development, and three say that using technology is a favorite
way for their child to play. Four out of five parents say their children
are more likely to engage with a game if technology is involved, and
nine out of ten are open to new technologies that encourage their kids
to be more active.

“Playmation blends technology, storytelling and imagination in a way
that’s made for today’s digitally-savvy kids. Our research shows
families are looking for a new way to play that’s active, creative and
technology-infused – and Playmation is just that,” said Nitin Chawla,
Vice President, Strategy and Business Development, DCPI.

The study also revealed the potential of Playmation as a new way for
families to play together, with 67% of kids and 79% of parents saying
they would like more playtime as a family. While active play is the type
of play parents enjoy the most with their kids, currently only one in
five finds time for it every day, and three quarters would like to do
more of it. Nearly all parents (98%) also believe it is important that
their children engage in imaginative play.

Recently added to Time To Play Magazine’s “Most Wanted” list for the
holidays, along with other holiday “hot toy” accolades from Parents magazine,
“R” Us
, The
Toy Insider
and the National
Parenting Publication Awards
, the Playmation Marvel’s Avengers
Starter Pack
includes five connected toys: one piece of Avenger Gear
(Repulsor), two Power Activators and two Smart Figures – a Super Hero
(Captain America) and a Super Villain (Iron Skull), as well as 25
missions. Getting started is easy, strap the high-tech Repulsor Gear
onto your arm (it fits adults, too!) and listen closely to JARVIS as he
takes you through the tutorial on how to control your new Gear, inspired
by Iron Man technology.

“This is classic play re-imagined for the tech-savvy world. It’s
narrative-based, imaginative play that allows kids to play as their
heroes and imagine themselves in battles alongside their favorite Marvel
Avengers characters. The immersive play experience is active and
exciting for kids of all ages and represents a completely new category
of toys,” said Jim Silver, Editor in Chief and CEO of TTPM.

Additional connected toys available now include: Smart Figures – Iron
Man, Black Widow, HULK, M.O.D.O.K., Ultron Bot, and Hulkbuster – which
help players unlock new storylines and abilities when placed on the
Power Activator and connected with Avenger Gear; and the Prowler Bot – a
robotic villain – who can find and hunt your Avenger Gear with 360
degree movement, while taking on dozens of enemy personas and abilities
making game play even more challenging.

Along with the Starter Pack and other connected toys, fans can download
and access the AvengersNet App where you can register your
Avenger Gear to see progress, explore additional locations and
characters, check out and test Avenger Gear upgrades, gain access to new
missions and more. The AvengersNet App is available in the Apple App
Store. An Android version of the app is currently in development.

Playmation Marvel’s Avengers uses familiar technologies including
smart toys, wearables, wireless technology, motion sensors and more, but
applies them in ways that are completely new to create a compelling play
experience. Playmation is purposely not tethered to an Internet
connection so players can run around and explore each adventure from
anywhere they want – a bedroom, living room or yard. With multiplayer
modes, players can sync their Avenger Gear to tackle missions and combat
arenas together, or face-off in competitive play.

“With the launch of Playmation, we are not only creating a new play
experience for today’s kids but celebrating a new chapter in our
long-term partnership with Disney,” said Jerry Perez, SVP Global Brand
Marketing, Hasbro. “Playmation has been a true collaboration, from
global consumer research to product design and development, and we look
forward to sharing this amazing new system of play with kids and
families around the world.”

The Playmation Marvel’s Avengers Starter Pack has a suggested
retail price of $119.99 and is available in the United States and Canada
at mass and specialty retailers, such as, Best Buy, Game
Stop, Target, Toys “R” Us, and Walmart, as well as select Disney Store
locations and Additional Playmation Marvel’s Avengers
connected toys compatible with the Starter Pack, such as Smart Figures
and the Prowler Bot are also sold separately.

Offered by PowerA, families can also choose from a selection of
Playmation recharging solutions and accessories now available, including:
Playmation Home Base – to store your gear in between battles;
Playmation Avengers Lab Gear Bag – for taking your gear on-the-go;
Playmation Repulsor Recharge Pack – provides up to five hours of play on
a single charge and fits securely onto the bottom of the Repulsor; and
Playmation Activator Recharge Pack –fits securely onto the bottom of the
Power Activator and provides up to 10 hours of play on a single charge.

Families that are coming to the Disney Store to pick up Playmation
Marvel’s Avengers (either from pre-orders or to purchase that day), will
be given the opportunity to participate in a personalized pick-up
ceremony taking place in select Disney Stores across the United States
and Canada beginning now through the holidays. When guests purchase
Playmation Marvel’s Avengers, JARVIS will make an announcement in-store
thanking guests for choosing to help the Avengers in their fight against



For more information on Playmation, visit

Connect with Playmation on social:

About Disney Consumer Products and Interactive

Disney Consumer Products and Interactive Media (DCPI) is the business
segment of The Walt Disney Company (NYSE:DIS) that brings our Company’s
stories and characters to life through innovative and engaging physical
products and digital experiences across more than 100 categories, from
toys and t-shirts, to apps and console games. DCPI comprises two main
lines of business: Disney Consumer Products (DCP), and Disney
Interactive (DI). The combined segment is home to world class teams of
app and game developers, licensing and retail experts, a leading retail
business (Disney Store), artists and storytellers, and technologists who
inspire imaginations around the world.

About Marvel Entertainment, LLC

Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney
Company, is one of the world’s most prominent character-based
entertainment companies, built on a proven library of more than 8,000
characters featured in a variety of media over seventy-five years.
Marvel utilizes its character franchises in entertainment, licensing and
publishing. For more information, visit
© 2015 MARVEL

About Hasbro, Inc.

(NASDAQ: HAS) is a global company committed to Creating the World’s Best
Play Experiences, by leveraging its beloved brands, including LITTLEST
PLAY-DOH, TRANSFORMERS, and premier partner brands. From toys and games,
television programming, motion pictures, digital gaming and a
comprehensive lifestyle licensing program, Hasbro fulfills the
fundamental need for play and connection for children and families
around the world. The Company’s Hasbro Studios creates entertainment
brand-driven storytelling across mediums, including television, film and
more. Through the company’s commitment to corporate social
responsibility, including philanthropy, Hasbro is helping to build a
safe and sustainable world and to positively impact the lives of
millions of children and families every year. Learn more at
and follow us on Twitter (@Hasbro & @HasbroNews).

About the survey:

These are findings from an Ipsos poll conducted April 29th – May 6th,
2015. For the survey, a sample of 2,000 U.S. parents age 18 and over
with a child between the ages of 6-11 was interviewed online, including
1,150 moms and 850 dads. With parental consent, their children were also
interviewed for part of the survey. The precision of Ipsos online polls
is measured using a credibility interval. In this case, the poll has a
credibility interval of plus or minus 2.5 percentage points for all
parents and plus or minus 2.5 percentage points for all children.


Disney Consumer Products
Joss Hastings, 818-544-0382
B. Purnell, 818-544-0393
Crystal Flynn, 401-727-5129