WowWee partners with Gamefam to innovate the doll and gaming categories, bringing physical dolls to life online with My Avastars
WowWee® has entered the fashion doll category with its ground-breaking new toy line: My Avastars™. Inspired by kids’ use of avatars to explore, create and express themselves in the metaverse, WowWee partnered with Gamefam, a top publisher on Roblox, in the creation of My Avastars for a doll that enables seamless interactive play in the physical and digital worlds.
“Half of Roblox users identify as girls, yet when you look at how the toy industry intersects with gaming, its product offerings are focused primarily on action figures and blasters. Catering to other categories and customers is a huge white space and something we’re very passionate about,” says Sydney Wiseman, VP of Brand Development & Creative Strategy at WowWee. “As a gamer myself, I love customizing my avatar before every session. This digital customization play pattern is so in line with traditional doll roleplay yet I wasn’t seeing this type of integrative play being offered in the doll space. With My Avastars, kids now have the opportunity to turn their digital avatar into a real life fashion star with a variety of looks and accessories for endless customization, creativity and self-expression, both online and in real life.”
My Avastars will launch with three dolls: KawaiiPie^^, A_VibeThng and Dreamer 3.0. Each doll comes dressed in their signature fashion-forward outfit along with a mystery bonus outfit and reusable sticker sheets for more than 100 possible looks in each box.
“One of the things that’s unique about My Avastars is the aesthetic of the doll itself,” says Andrew Yanofsky, VP of Marketing and Operations at WowWee. “Traditionally, fashion dolls are molded to ‘perfection.’ In comparison, the blockish shape of My Avastars, the flat surfaces, the peel and repeat sticker play, are all designed to provoke kids’ creativity by allowing them to change and rearrange their dolls as they do their avatars.”
Each My Avastars doll comes with its own individual code to be redeemed on the Roblox platform within the new game entitled My Avastars: RP. The roleplaying game, launching this July, enables kids to bring their dolls to life online, unlocking new fashions, hairstyles, and even facial features.
My Avastars is the first community-centric fashion doll property. WowWee and Gamefam are launching a Discord server to enable a two-way conversation between fans and the brand. Fans will have an integral voice in the evolution of My Avastars, both in the expansion of the gameplay and the physical toy line.
“As the Roblox universe continues to grow, we’re focused on creating the next generation of hit franchises born from the metaverse,” says Joe Ferencz, founder and CEO of Gamefam. “My Avastars marks the first time a toy and Roblox game have been developed concurrently, reaching players with an engaging experience both in the real world and in the metaverse.”
My Avastars are available for pre-order, with a limited number being shipped this summer before officially hitting shelves at major retailers including Walmart, Amazon, Target and Macy’s in October 2022 (MSRP: $24.99; Ages 6+).