Spin Master has unveiled Dragamonz, a new toy brand launching initially in the North American market, combining surprise-reveal eggs, collectable figures, trading cards and AR connectivity.
There are 72 characters to collect in the first series of collectable eggs. Kids smash open an egg to reveal the half-animal, half-dragon figure inside, as well as a number of collectable cards which can be used in a trading card battling game.
Kids can then bring their dragons to life through an augmented reality mobile app for iOS and Android. Designed by AR design firm HappyGiant, it lets kids experience AR, multiplayer battling wherever they are. Kids can simply scan in their cards with a mobile device to unleash Dragamonz into their game, extending the play experience.
"The Dragamonz app includes an in-depth mobile trading card game that uses AR as a platform to bring the Dragamonz battles into kid's worlds as a connected experience to the physical cards and toys," says Mike Levine, CEO of HappyGiant. "We are thrilled to work with Spin Master to bring to life this amazing new property."
Dragamonz come from the world of Dragamar, a land where six factions – some heroic, some cunning, other bad to the bone - battle for supremacy, and sometime just for the fun of it. The world and narrative will be fleshed out further this autumn with the launch of a new animated Dragamonz series in Amazon Prime Video. The series follows the journey of an unlikely Dragamonz hero, Dax, who has been bestowed with an epic quest to restore peace in Dragamar and unite the land and his fellow Dragamonz.
"Dragamonz gives kids everything they are looking for in a toy experience from collectability to battling," says James Martin, Senior Vice President and Global Business Unit Lead, Spin Master. "We know kids are hyper-connected to mobile devices both for entertainment and gaming, and this fun collectible toy line, complete with an episodic series and digital battling app companion, provides a fully immersive experience into the world of Dragamonz."