Creativity, technology bring new Disney toys to life in 2013

Playtime can be serious business for The Walt Disney Co.

The news coming out of Disney World this week about MyMagic+ and the coordinating MagicBand has many Disney fans excited about the application of radio-frequency identification (RFID) technology in the parks that will allow them to customize their vacations.

But that isn’t the only high-technology news involving the Disney brand. This week, it was revealed at the Consumer Electronics Show in Las Vegas that image-recognition technology will make the next generation of Disney-branded toys even more interactive for youngsters.

The toys, marketed under the DreamPlay umbrella, will be equipped with the technology to recognize images, 3D objects, voice, speech, data and live video and with the capability to differentiate between millions of objects instantaneously. That means the physical toy can be tied into character-based content, such as games and animation, on smart phones and tablet devices. The content will be accessed through apps, rather than QR codes.

The technology was developed by NantWorks LLC: “The patented 2D and 3D recognition technologies instantly recognize the toy and allow children to interact, play and learn in ways that were not possible before. It is a seamless convergence of technology, storytelling and traditional toy play delivered through a single experience.”

Partner JAKKS Pacific, Inc., which designs and markets toys, says the DreamPlay toys will hit shelves in the United States as soon as this fall and reach international markets in 2014.

“Today’s announcement is an exciting first step toward our vision of re-imagining conventional toys as new forms of play and digital entertainment that will enrich and enhance how the consumer interacts with Disney products,” said Bob Chapek, president of Disney Consumer Products.

Disney Consumer Products already has some merchandise for children available that uses technology innovatively. The video below demonstrates Band-Aids that sing a “feel better” song using an iPad, a radio-control Spider-Man toy that actually crawls up walls, a Tinker Bell doll whose wings change colors based on color recognition, and the Disney Creativity Studio, which was available for iPads for the holiday season.

In addition, DIsney Consumer Products is introducing new items from its domestic and clothing lines that are just as creative, though innovative technology does not play a part in their appeal. For little girls, there is a Cinderella costume that cleverly detaches from a sheet set, allowing for role play. My daughter definitely will be looking for the “sister hoodies,” which feature a fairy wing design on the back and zip apart into two separate pieces so girls can share with their BFFs. For young boys, a Cars-themed table has secret racetracks and built-in storage for toy cars.

Also this week, Disney Stores launched a new line of merchandise based on the new DIsney Junior show “Sophia the First,” which debuts on Jan. 11. Customers can find a costume and accessories, a picture book, plush doll, T-shirts and pajamas. A record 8.2 million viewers tuned in to see the movie premiere, “Sofia the First: Once Upon a Princess,” in November.