Toy market news

WowWee, Gamefam partner to bring the metaverse to the doll aisle

New Twilight Daycare dolls provide in-real-life play to complement the virtual play children enjoy through the popular video game.

WowWee, a manufacturer of innovative consumer entertainment products, and Gamefam, the professional developer and publisher of games on Roblox, announced a partnership to bring characters and IP from the metaverse to life. With WowWee being known for their success in toys with Fingerlings, Baby Shark and most recently the Got2Glow Fairy Finder and My Squishy Little Dumplings, the first phase of this partnership will introduce physical dolls centered around one of Gamefam’s most popular games, Twilight Daycare.

As one of the top 15 games on the Roblox platform with more than 1 billion minutes of gameplay per month, Twilight Daycare allows fans to play as babies, toddlers or caretaker in an immersive social roleplay world filled with experiences from feeding to changing diapers and playing with toys. Inspired by the babies in the game, WowWee and Gamefam will introduce a line of dolls that all scan back into the game, unlocking exclusive characters that players can play as and interact with.

This partnership is the first of its kind for both brands, aiming to merge WowWee’s strong suit of in-real-life play with Gamefam’s forte in virtual play. The Twilight Daycare-inspired doll line is the first of many ventures to come from the collaboration.

The dolls will be hitting shelves and available for purchase in 2022.