Video games used to compete with toys for pocket money, but combining the two is proving increasingly popular. Games such as Skylanders, Disney Infinity and Amiibo feature a collectible line of toys which interact with virtual games characters.
The toy figures are integral to the gaming experience and extend the storytelling away from the screen and invite imaginary adventures on the living room carpet.
Rather than movies introducing characters that then spawn toys and video games, this hybrid category creates a new point of contact for brands such as Toy Story, Spider-Man, Transformers and The Avengers. Star Wars is likely to be added next year. Full article
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