TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
Disney Breaks Into The Wearables Market with Playmation
By: Cindy Wendland
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
Is there anything that Disney doesn’t do well? Not that we can think of. The latest area where Disney will make its mark is in the wearable market and specifically for children. Their latest endeavor is to incorporate technology into active play.

These days kids are online and expect to be connected, but they are not moving around as much as they used to. Disney is working to change that by developing toys that include high-tech wearable gadgets and old-school superhero role-playing. These toys will have them engaged in sub-plots from The Avengers, Star Wars, and Frozen.

Kids will be guided through missions and will have to use their imaginations as they navigate through terrain, jump over obstacles, shoot missiles, and raise shields. Sensors inside the armband and base stations determine if objectives were met. It’s like being in the movie and getting real feedback from your pretend story.

Using a controller to move characters around on a screen apparently is fun, based on the number of people that do it. Being an active participant in the game has to be significantly more entertaining and it is far better for kids. Disney has such incredible, vast resources to use in their development, which will make this possible and successful. The wearables market is huge. Children’s games are profitable. The combination is definitely something to watch.


Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
Beneath the Brand on

Advertise on Beneath the Brand
Return to Top