Hasbro Announces Littlest Pet Shop Virtual World and Toys
On the heels of Mattel's resounding BarbieGirls success, and Be-Bratz, the follow-up effort from MGA, Hasbro has thrown its hat into the ring of virtual worlds with companion toys. It's spun its long-standing Littlest Pet Shop miniature toy franchise into an online world, Littlest Pet Shop VIPs (Virtual Interactive Pets).
Hasbro says the initial Littlest Pet Shop VIPs line, targeted at 'tween girls, will include a dog, cat, turtle, penguin and panda, plush toys with "secret codes" on their collar that can unlock the virtual version of the pet. As is standard fare, the pets and environments are customizable, and users can play 16 mini-games, earn "Kibble" points to care for the pets, play minigames and engage in community events.
Hasbro says the Littlest Pet Shop VIP toys, priced at $14.99, will be available on retail shelves exclusively in the New York Metro area in 2007 beginning in mid-October as well as online at Hasbro's online store, and several mass market retailer websites such as Wal-Mart and Target. A global retail launch, including 18 new VIPs, will follow in early 2008. There's also a limited free play mode available at the website, where girls can "borrow" a pet to check out the gameplay before bringing home their own.
“This is a very exciting time for the Littlest Pet Shop brand,” said Valerie Jurries, vice president of marketing for Hasbro’s girls brands. “We wanted to take this incredibly popular property and do something truly spectacular for the millions of girls who have come to adore the Littlest Pet Shop line over the years. Creating an engaging and meaningful online connection between girls and their Littlest Pet Shop pets was an instinctive next step. VIPs delivers a rich, immersive online world where girls and their pets can have endless hours of fun exploring, playing and bonding.”
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