Los Angeles Business Journal

Jakks to Launch DreamPlay Shopping App

By Deborah Crowe Wednesday, November 13, 2013

Jakks Pacific Inc. on Wednesday announced a collaboration with five national retailers for a new DreamPlay app that enables kids to create virtual shopping environments.

The mini play environments, called miWorld, are based on patented iD recognition technology that “see” 2D images and 3D objects and bring the playsets to life on iOS smart phone and tablet devices.

In the new app, the licensed properties are the Sprinkles Cupcakes, Sweet Factory and Dairy Queen food stores, Claire’s accessory boutiques and OPI cosmetics. Kids create their own avatar and can collect the five sets of retailers to fill their own mall with realistic miniatures of food, make-up, candy, accessories and clothing. The app is set go on sale next month at Wal-Mart stories, followed by other retailers next year. Pricing was not announced.

"Being a part of miWorld allows us to bring our brand into new distribution channels to further enhance our overall brand awareness and connect with our Claire’s friends,” James Fielding, chief executive of Claire’s Stores Inc. in Pembroke Pines, Fla., said in a statement.

DreamPlay Toys is a joint venture between Jakks and billionaire Patrick Soon-Shiong's tech holding company NantWorks. The venture last month launched its first play app based on a licensed property, "Ariel’s Musical Surprise," from Walt Disney Co.'s Little Mermaid animated franchise.

Shares closed up 35 cents, or 5.6 percent, to $6.65 on the Nasdaq.