WowWee Launches Next Gen Fashion Doll Franchise Born From the Metaverse, My Avastars
WowWee has entered the fashion doll category with its revolutionary new line of toys: My Avastars. Inspired by children’s use of avatars to explore, create, and express themselves in the metaverse, WowWee has partnered with Gamefam, one of Roblox’s leading publishers, in creating My Avastars for a doll that enables fluid interactive play in both the physical and digital worlds.
“Half of Roblox users identify as girls, but when you look at how the toy industry intersects with gaming, its product offerings are mostly focused on action figures and blasters. ‘other categories and customers is a huge white space and something we’re passionate about,’ says Sydney Wiseman, Vice President of Brand Development and Creative Strategy at WowWee. “As a gamer myself, I love customizing my avatar before each session. This digital customization game model is so much in line with traditional doll roleplay, but I didn’t see this kind of integrative game offered in the game. doll space. With My Avastars, kids now have the opportunity to transform their digital avatar into a true 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: Kawaii Pie ^^, A_VibeThng and Dreamer 3.0. Each doll comes dressed in her signature fashion-forward outfit with a mystery bonus outfit and reusable sticker sheets for over 100 possible looks in each box.
“One of the unique features of My Avastars is the aesthetics of the doll itself,” says Andrew Yanofsky, Vice President of Marketing and Operations at WowWee. “Traditionally, fashion dolls are molded to ‘perfection’. By comparison, My Avastars’ blocky shape, flat surfaces, peel-and-repeat sticker play are all designed to spark kids’ creativity by letting them switch and rearrange their dolls just like they do with their avatars.
Each My Avastars doll comes with its own individual code to redeem on the Roblox platform in the new game titled My Avastars: RP. role play,
launched in July, lets kids 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 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 gameplay and the physical toy line.
“As the Roblox universe continues to grow, we are focused on building the next generation of successful franchises born out of the metaverse,” says Joe Ferencz, Founder and CEO of Gamefam. “My Avastars marks the first time a Roblox toy and game have been developed simultaneously, providing players with an engaging experience in both the real world and the metaverse.”
My Avastars are available for pre-order starting June 20, with limited shipments this summer before officially going on sale at major retailers in October 2022 (MSRP: $24.99; ages 6 and up).
For more information, please visit https://myavastars.com.