Disney signs "groundbreaking" DreamPlay Toys deal

Products by Jakks Pacific and NantWorks boast image recognition technology.
Publish date:
Social count:

A range of Disney-branded DreamPlay Toys have been shown off for the first time at the Consumer Electronics Show in Las Vegas.

The Augmented Reality products, made by Jakks Pacific, can be recognised by pointing at them with a tablet or smartphone. They incorporate NantWorks’ 'groundbreaking' iD image recognition technology, which recognises images, 3D objects, voice, speech, data, live video and more, with the capability to differentiate between millions of objects at once.

In essence, kids will be able to use a physical toy to play iOS/Android app games and view animations using a tablet or smartphone.

Disney will be granted exclusive rights to utilise the DreamPlay technology in the toy space, along with certain characters and brands owned by Jakks, such as Monsuno. 

The range will launch into US retailers this autumn and internationally in 2014. Using NantWorks’ iD technology, apps will be developed for both iOS and Android devices, which will allow the consumer to access "deep, content-rich experiences from their mobile and tablet devices without the need for any type of QR code". 

The patented 2D and 3D recognition technologies instantly recognise the toy and allow children to interact, play and learn.

“What really sets this apart from anything else out there is the combination of a truly incredible technological platform combined with the best content and storytelling company in the world, Disney. Kids are about to see the magic they always dreamed of come to life right before their eyes,” said Dr. Patrick Soon-Shiong, NantWorks’ founder.

Bob Chapek, president, Disney Consumer Products, added: "One of our top priorities is to integrate cutting-edge technologies with our incredible Disney content to transform traditional toys into interactive storytelling experiences that are uniquely Disney. 

“Today’s announcement is an exciting first step toward our vision of re-imagining conventional toys as new forms of play and digital entertainment that will enrich and enhance how the consumer interacts with Disney products."

Stephen Berman, President and CEO, Jakks Pacific, commented: “We are excited to work with Disney, our longtime licensor, to develop and deliver best-in-class play experiences for families to enjoy.

“Increasingly, kids are 'playing' with digital technology. Our goal is to combine physical toy play with a digital experience incorporating the unique content that only Disney can provide."

DreamPlay is a joint venture between Jakks and NantWorks.

Image courtesy of RT.com

Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.


Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.