GB Toys extends Boys portfolio with MEG’s Dudes

Published on: 28th January 2013

One year from its formation as a division of Golden Bear, GB Toys is adding a collectable to its line-up with Dudes, the new mobile-interactive property from MEG.

Dudes are low-priced collectables, each character with a distinct story, personality and appearance. The collectable line is both a physical game and a virtual app; Dudes figures are used to compete in a dice-like game where they can earn points or be swapped and traded. Each figure can also unlock features in a virtual world on iOS and Android devices, where kids can hear each Dude’s signature rap, interact with a Dude, superimpose their own face to become a Dude, do their own rhyme and instantly share their performance on social media.

Barry Hughes, general manager, GB Toys, commented: “The addition of Dudes brings an exciting opportunity for the team at GB Toys and it is one that will place us firmly in the older boys market. This is a whole new innovation in collectables that convert into an online platform where kids can interact with others, taking inspiration from their mutual appreciation of the brand. The online elements are very engaging and have a theme that is completely credible with the target audience, whilst having lots of hidden areas to be unlocked which will encourage even more collection of the figures.”

Joe Morrison, CEO of MEG, added: “We view this as a terrific partnership and believe GB Toys will be a great creative resource in the further development of the Dudes Brand. We are looking forward to a successful launch and excited to see a Dudes invasion in the UK come late Summer.”

The new Dudes collection will include foil bags, blister packs and playsets that can be enhanced with app features on a smart phone or tablet.

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