Spin Master launches new franchise Dragamonz with AR toys and an animated series

Spin Master has lifted the lid on a new toy franchise that looks to blend collectable figures with the action of a trading and battling card game, all while using the power of AR technology.

A leap forward in the hybrid toy stakes, Dragamonz is a line of collectable eggs that can be smashed open to reveal the half-animal, half-dragon figure inside. There are 72 different characters to collect, each coming with its own trading cards that can be used in a battling game.

Further to this, kids can then bring their dragons to life through an augmented reality (AR) mobile app for iOS and Android, and that’s all before the new Dragamonz animated series lands this autumn.

“Dragamonz gives kids everything they are looking for in a toy experience, from collectability to battling,” said James Martin, senior vice president and global business unit lead, Spin Master. “We know that kids are hyper-connected to mobile devices both for entertainment and gaming, and this fun, collectable toy line, complete with episodic series and digital battling app companion, provides a fully immersive experience into the world of Dragamonz.”

Dragamonz come from the world of Dragamar, a land where six factions battle for supremacy (and sometimes just for the lols). Some factions are heroic, some are cunning, some are smart, and others bad to the bone.

Each Dragamonz has its own rarity, personality and powers to equip them in battle. The trading card game lets kids summon their dragon army and battle with friends to reveal the Ultimate Dragon Master. Each pack includes a Dragamonz egg accompanied by Dragon cards, battle cards, a collector’s card and more.

The Dragamonz app, designed by pioneering AR design firm HappyGiant, lets kids experience augmented reality, multiplayer battling wherever they are. Kids can scan in their cards with a mobile device to unleash Dragamonz into their game, extending the play experience.

“The Dragamonz app includes an in-depth mobile trading card game that uses AR as a platform to bring the Dragamonz battles into kid’s worlds as a connected experience to the physical cards and toys,” said Mike Levine, CEO of HappyGiant. “We are thrilled to work with Spin Master to bring to life this amazing new property.”

The Dragamonz animated series will debut on Amazon Prime Video this fall.  The series follows the journey of an unlikely Dragamonz hero, Dax, who has been bestowed with an epic quest to restore peace in Dragamar and unite the land and his fellow Dragamonz.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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