WowWee is kicking off a new partnership with Roblox game publisher Gamefam with a line of dolls based on the game Twilight Daycare.
Twilight Daycare marks the first title from Gamefam that WowWee will bring to life, with more collaborations to follow. The physical, real-life dolls will all scan back to the game on Roblox, unlocking exclusive characters that players can play as and interact with.
“As a toymaker, it has been fascinating to see the evolution of the Roblox metaverse and its role in kids’ play and social interaction,” said Sydney Wiseman, vice president of brand development and creative strategy at WowWee. “We knew that with the right partner we could merge the two worlds and create exciting toys that can also be brought into the metaverse. We’re thrilled to kick off this partnership with Gamefam, starting with such an iconic game like Twilight Daycare.”
Twilight Daycare on Roblox enables fans to play as babies, toddlers, or caretakers, participating in activities like feeding, changing diapers, or playing with toys. The new WowWee doll line is inspired by the babies from the game.
“As the Roblox metaverse becomes the center of kid’s entertainment and new toy business, we are thrilled to partner with WowWee; Sydney Wiseman and her team just get it,” said Joe Ferencz, founder and CEO of Gamefam. “They had an incredible vision for our marquee IP, Twilight Daycare, and we can’t wait to delight our tens of millions of fans with these adorable collectibles.”