The toy industry seems to be adopting 3D printing at an ever increasing rate. Hasbro, Inc., in particular, has embraced the technology quite swiftly. Instead shunning 3D printing as a threat to their core business of manufacturing toys and games, the company, with one of the strongest brand portfolios in the industry, is using 3D printing to compliment their already strong business.
Back in July of this year, Hasbro teamed with Shapeways to announce a new partnership and website, SuperFanArt.com, in which they now offer up their trademarked material for designers to create figurines based around their ‘My Little Pony’ brand, and in exchange take a cut of any revenue generated from sales. Then again last month, the company announced a widening of this partnership, adding brands such as Transformers, Dungeons & Dragons, and Dragonvale to the initiative. This wasn’t the end of their continued expansion into the 3D printing space, however.
Today, Hasbro announced yet another major partnership, this time involving Walmart, Disney Consumer Products and 3DPlusMe, launching a project called Super Awesome Me. The new project will enable children and adults to participate in a unique 3D scanning and printing experience. 3DPlusMe, known for their scanning and printing personalized merchant platform, are contributing the technology, Disney and Hasbro are contributing the branding, and Walmart is providing the venue where the platform can be set up at.
“With 3D printing, we’re now able to provide fans of Marvel Super Heroes for the first time ever with this very unique opportunity to create a one-of-a-kind action figure featuring their own likeness,” said John Frascotti, chief marketing officer, Hasbro, Inc. “By partnering with Walmart, Disney, and 3DPlusMe, we’re delivering to consumers a totally personalized product experience.”
Starting tomorrow, September 19, and continuing until September 28, customers at 10 Walmarts, and 2 Sam’s Club stores throughout the United States will have the opportunity to have their heads 3D scanned. Once scanned, for a price of just $45, Super Awesome Me will print out a miniature replica of their head and place it on a Captain America or Iron Man action figure body, which is approximately 12″ tall.
“By joining forces with high-profile retail partners and brands, such as Hasbro and Walmart, we are delivering a story-driven experience to fans on an unprecedented scale,” said Cydni Tetro, CEO of 3DPlusMe. “Our mobile personalization platform for 3D printing is the first of its kind. Helping consumers become popular characters is not only a compelling event for fans, but a powerful retail opportunity.”
Once the scan is completed (approximately 3-5 min), it will take about 4 weeks before the personalized action figure is ready to be delivered or picked up. The scanning process takes place using a DSLR camera and a Kinect device. The heads are printed in full color from a material known as gypsum.
3DPlusMe expects to eventually make additional characters available, and expand this initiative to other locations. A complete list of all the locations for this event can be found below. Let us know if you or your child has taken part in the Super Awesome Me process, and feel free to post a photo of the completed prints when they are received, in the Super Awesome Me forum thread on 3DPB.com.
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