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The eight-month old company sells Japanese toys and action figures made in nearby Chinese mainland factories to consumers around the world via its colorful, content-packed Internet website.
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Like Skylanders, Disney Infinity uses real toys to transport action figures into a video game.
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The Skylanders toys are basically action-figure DLC keys, which is at once brilliant and a bit questionable at the same time.
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Merchandise ranging from Halloween costumes, apparel, action figures, and collectible plush toys will be available at select retailers, starting October 28.
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Plus, the toys can be enjoyed as action figures away from the consoles.
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The studio knew that it was pointless and counter-productive to throw tens-of-millions of dollars in order to slightly improve what was always going to be a B-movie action picture based on a line of toys.
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It's essentially the equivalent of how fighting games work in Japanese arcades, albeit with children's toys and a relatively simple action game: you level up your character, which is tied to your toy, and it can be used to continue earning experience on a variety of game consoles.
ENGADGET
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The space is packed wall to wall and practically floor to rafters with displays of dolls, tin cars, action figures, board games and thousands of other toys, including masks from Mexico's indigenous cultures.
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The release of the new toys coincides with a growing interest in the original Action Man.
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After all, until the boys and their toys are done with this trade, it may keep driving the action.
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