Disney’s - Playmation

Playmation is an innovative line of wearables, connected toys, and apps that utilize Bluetooth technology and cloud computing.

Initially shrouded in secrecy under the code name Emagine, our team operated like a startup in a highly secure but vacant floor of the Disney building. We were tasked with creating the first interactive toys that sync with a tablet app and communicate with smart toys, leading to the development of Playmation. This new product line immerses players in augmented reality battles between superheroes and supervillains, featuring the voices of Marvel characters.

We were challenged to design the first ever interactive toys that would sync to a tablet app and communicate with "smart" toys, hence Playmation was born.