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IMC eyes summer launch for Invizimals toys


Hero toy lines will showcase unique augmented reality play attributes of Sony’s video game brand


By Samantha Loveday


IMC TOYS is gearing up for a busy summer, as it rolls out its hotly tipped Invizimals toy line across key European territories. The firm is the master


toy licensee for the Sony Computer Entertainment Europe video games franchise, with the product launching first in Spain, Portugal, France and Italy in April. The toys will then hit the UK and German markets from summer 2014. “We are mainly focused


on developing the hero toy lines that showcase the incredible play attributes


www.toynews-online.biz


that are unique to Invizimals; namely the augmented reality,” Jordi Borrell, corporate marketing director at IMC Toys told ToyNews. “And what better way to do this but to launch an exclusive 24 figurine collection with augmented reality, followed by our deluxe fully articulated action figures. “At a later stage, we will incorporate the key role play assets; the Z-Comm wrist communicator which is shown frequently in the TV show, together with two play-sets that will feature augmented reality scenarios and fight modes.”


The launch of the toy line


will be synchronised with other elements of the franchise – new games and an expanding trading card


franchise. As a Spanish- based company they are on the ground so can see first hand how the brand is really taking off there and


We’re confident it will rank as one of the best new toy launches this year.


Jordi Borrell, IMC Toys


offering from Panini will be hitting retail simultaneously, in addition to TV exposure. David Evans, European licensing manager at SCEE, added: “What struck us about IMC Toys was their genuine enthusiasm for the


has triggered a trading card craze. “They are buzzing with ideas about how the augmented reality could be fused with toy products and we totally shared the same vision for the toy line.


“They were also keen for


the toys to be multi-layered so that in addition to the AR they would also work in the traditional sense, if kids just want to use them for role-play and battle re- enactments.”


By the time the toys launch, there will also be five Invizimalsvideo games in the market, with the new TV series fuelling interest in the consumer products even further. Borrell continued: “We


truly believe we have a winner on our hands and we’re confident it will rank as one of the best new toy launches this year.” IMC Toys: 01904 720908


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