Disney's Joint Venture with Dreamplay Toys
DreamPlay Toys, LLC which is the joint venture between NantWorks LLC and JAKKS Pacific, Inc., debuted Disney-branded DreamPlay(TM) products at the annual Consumer Electronics Show in Las Vegas, Nevada.
DreamPlay products will incorporate NantWorks' groundbreaking iD(TM) image recognition technology, a robust recognition platform that accurately recognizes images, 3D objects, voice, speech, data, live video and more, with the capability to differentiate between millions of objects instantaneously. The integration of this novel technology with beloved Disney characters enables the consumer to experience a seamless blending of the physical toy with new character based content in the form of interactive games and animation right on their smart phone or tablet device.
Using NantWorks' iD technology, apps will be developed for both iOS and Android devices, which will allow the consumer to access deep, content-rich experiences from their mobile and tablet devices without the need for any type of QR code. 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.
"What really sets this apart from anything else out there is the combination of a truly incredible technological platform combined with the best content and storytelling company in the world, Disney. Kids are about to see the magic they always dreamed of come to life right before their eyes," said Dr. Patrick Soon-Shiong, NantWorks' founder. "At NantWorks, we believe in breaking barriers and bringing the impossible to life. This collaboration marks the convergence of imagination, innovation, and interactivity and we are excited that Disney is delivering new experiences to the consumer utilizing our groundbreaking iD technology."
"One of our top priorities is to integrate cutting-edge technologies with our incredible Disney content to transform traditional toys into interactive storytelling experiences that are uniquely Disney," said Bob Chapek, president, Disney Consumer Products. "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."
"We are excited to work with Disney, our longtime licensor, to develop and deliver best-in-class play experiences for families to enjoy," said Stephen Berman, President and CEO, JAKKS Pacific, Inc. "Increasingly, kids are 'playing' with digital technology. Our goal is to combine physical toy play with a digital experience incorporating the unique content that only Disney can provide. By marrying toys and Disney to our DreamPlay technology using the powerful NantWorks iD recognition platform, we are merging the two ways kids are playing today, with smart devices and traditional toys, enhancing their experience and deepening the level of interaction with our products using their smart phone or tablet device. Children and their parents will be treated to a truly magical experience and endless possibilities to interact with their favorite brands and characters from Disney."
Disney will be granted exclusive rights to utilize the DreamPlay technology in the toy space along with select entertainment characters and brands owned by JAKKS, such as Monsuno. The plan is to launch these interactive products in the US in Fall 2013 and internationally in 2014.