MALIBU, Calif.--(BUSINESS WIRE)--Leading U.S. toy company, JAKKS Pacific, Inc. (Nasdaq: JAKK), announced today that it has collaborated with multiple top consumer products and retail companies including CLAIRE’S®, DAIRY QUEEN®, OPI®, SPRINKLES CUPCAKES™ and SWEET FACTORY®, to launch a new line of mini play environments called miWorld™ in December. miWorld will allow girls to build, play, collect and connect a miniature world of their favorite stores. The miWorld line will also feature compatibility with the miWorld DreamPlay app which utilizes patented iD recognition technology to recognize 2D images and 3D objects to bring the miWorld playsets to life on iOS smartphone and tablet devices. The miWorld DreamPlay app was developed and published by DreamPlay Toys, LLC, the joint venture between JAKKS Pacific and emerging technology company NantWorks, LLC, founded by Dr. Patrick Soon-Shiong.
From candy shops and accessory stores, to nail salons and cupcake bakeries, girls can build and design each miWorld “store” in ways that are authentic to each trendsetting brand. Girls can collect all five sets in the first assortment, fill them with realistic miniatures of food, make-up, candy, accessories and clothing, and create a mall of their very own.
With the free miWorld app available for iOS devices, children can use the patented iD™ recognition technology to enjoy two ways to play with their miWorld toys. Within the app, girls can enjoy customizing the look of their miWorld avatar, shop at virtual miWorld stores, change the outfits and accessories of their avatar and take their virtual miWorld on the go. The unique augmented reality experience allows girls to interact with their avatar and the physical playset on their device screen through “hotspots” showcased in the app and enjoy magical surprises.
“We know that girls love collecting and customizing, and shopping at trendy stores like Claire’s. miWorld allows girls to play out aspirational roles and play patterns with their favorite brands and stores,” said Stephen Berman, Co-Founder and CEO, JAKKS Pacific. “miWorld also brings to life fun and authentic play experiences with the DreamPlay app experience. Girls can unlock interactive games, content-rich experiences and animation on their iOS smart phone or tablet device.”
Berman continued, “We expect to offer our miWorld products both internationally and in North America at our major retail partners with additional distribution at our partner brands’ retail locations.”
“Claire’s is excited to be a part of the launch of a truly innovative product line like miWorld,” said James Fielding, Chief Executive Officer, Claire’s Stores, Inc. “With the DreamPlay app experience, miWorld reaches girls in a new and engaging way that further extends the Claire’s experience. Being a part of miWorld also allows us to bring our brand into new distribution channels to further enhance our overall brand awareness and connect with our Claire’s friends.”
“The opportunity to be a featured brand in the miWorld line is unique,” said Suzi Weiss-Fischmann, OPI Co-Founder and Executive Vice President. “By partnering with JAKKS we are giving girls an opportunity to further engage with OPI in a truly authentic way, where they can be both the nail technician and the customer.”
Candace Nelson, founder of Sprinkles Cupcakes and judge on Food Network’s Cupcake Wars, stated, “I am excited to team up with JAKKS Pacific for the launch of miWorld. Young Sprinkles fans regularly tell me their dream is to open a cupcake bakery when they grow up. The miWorld playsets and app is a fun, creative way for them to build upon that dream!”
The miWorld line will be available at Walmart stores nationwide in December 2013 and at Toys “R” Us and other major retailers in 2014.
About JAKKS Pacific, Inc.
JAKKS Pacific, Inc. (NASDAQ: JAKK) is a leading designer and marketer of toys and consumer products with a wide range of products that feature popular brands and children's toy licenses. JAKKS’ diverse portfolio includes Action Figures, Electronics, Dolls, Dress-Up, Role Play, Halloween Costumes, Kids Furniture, Vehicles, Plush, Art Activity Kits, Seasonal Products, Infant/Pre-School, Construction Toys, Ride-On Vehicles, Wagons, Inflatable Environments and Tents, Impulse Toys and Pet Products sold under various proprietary brands including JAKKS Pacific®, Creative Designs International™, Road Champs®, Funnoodle®, JAKKS Pets™, Plug It In & Play TV Games™, Kids Only!®, Tollytots®, Disguise®, Moose Mountain® and Maui®. JAKKS is also the creator of the underlying Monsuno® property and toy line. JAKKS is an award-winning licensee of several hundred nationally and internationally known trademarks including Nickelodeon®, Warner Bros.®, Ultimate Fighting Championship®, Graco® and Cabbage Patch Kids®. DreamPlay Toys, LLC is a joint venture between JAKKS Pacific, Inc. and NantWorks LLC to develop, market and sell toys and related consumer products incorporating NantWorks’ proprietary iD recognition technology. www.jakks.com
This press release may contain forward-looking statements (within the meaning of the Private Securities Litigation Reform Act of 1995) that are based on current expectations, estimates and projections about JAKKS Pacific's business based partly on assumptions made by its management. These statements are not guarantees of future performance and involve risks, uncertainties and assumptions that are difficult to predict. Therefore, actual outcomes and results may differ materially from what is expressed or forecasted in such statements due to numerous factors, including, but not limited to, those described above, changes in demand for JAKKS' products, product mix, the timing of customer orders and deliveries, the impact of competitive products and pricing, and difficulties with integrating acquired businesses. The forward-looking statements contained herein speak only as of the date on which they are made, and JAKKS undertakes no obligation to update any of them to reflect events or circumstances after the date of this release.
© 2013 JAKKS Pacific, Inc. All rights reserved.
