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Walt Disney Co.
Disney gets physical with digital toy Playmation
Disney gets physical with digital toy Playmation

Disney has cooked up a toy that will enable kids to heed their parents' demands that they go outside and play — without ever having to shut off their digital devices. Called Playmation, the system of connected products features characters and story lines from blockbuster Disney film franchises, starting with "Avengers." It marks a bold step for Walt Disney Co. The Burbank entertainment giant has traditionally licensed its brands to third parties. But it has not only designed this line in-house but also has charted new territory in the toy industry, where technology is rewriting the rules. Toy makers are rushing to incorporate technology into products to entice...

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