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Disney unveils new AppMates toy line - Licensing.biz

Disney unveils new AppMates toy line

Toys will allow kids to use the iPad as a virtual play mat; Cars 2 first brand to get treatment.
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Disney has introduced a new toy range which comes to life when used with Apple's iPad, allowing children to use the tablet's screen as a virtual play mat.

The Appmates toy line features miniature Disney-Pixar Cars 2 vehicles with sensors on the base of each toy. These are recognised as a unique footprint by an app with no cable or Bluetooth connection required.

Users simply need to download the free Cars 2 Appmates app from the iTunes app store, place their character on the screen and play.

Each toy unlocks different features and content within the app specific to the character.

Created in collaboration with Spin Master, Disney Appmates will hit the UK from October 3rd. They will be sold as vehicle two-packs featuring characters including Lightning McQueen, Tow Mater, Finn McMissile and Holley Shiftwell, plus a single pack with Lightning McQueen. Additional characters - Francesco Bernoulli and Shu Todoroki - will be available through the Apple Store and online.

"We have cracked the technology code in changing the way kids play with their toys," said Sunny Lauridsen, director of digital toys for DCP. "Kids will always use toys to play out their favourite Disney stories, but Disney Appmates now allows them to include technology which has become a way of life for them through a beautifully rich app."

Bart Decrem, general manager of Disney Mobile, added: "We believe iPad is becoming a critical canvas for the next generation of storytelling, and with Appmates we're bringing Disney characters to life in a way never previously imagined."

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