Press Contact
Louise O’Shea/Diana Veysey
License to PR
Tel: 020 7 637 4660 / 07932 389 992

IMC Toys Joins the Hunt as Sony Computer Entertainment Europe Appoints Global Toy Partner for Invizimals™

Toy line to debut in key European markets from Spring 2014

LONDON, 14th October 2013: (Virtual Press Office) -- Sony Computer Entertainment Europe (SCEE) is proud to announce that it has awarded leading toy company IMC Toys the Global Master Toy License for its hugely successful videogame franchise Invizimals™; created by Spanish development studio Novarama.

Barcelona based IMC Toys has built a reputation for driving innovation in licensed products and the firm is poised to launch the first Invizimals™ toy range in key European markets including the UK, Spain, Italy, Germany, France and Portugal from Spring 2014.

Augmented Reality, which is a key feature of the videogames and the upcoming Invizimals™ TV series, will also be integrated into the new range to bring the toys to life in line with the brand’s core USP. Hero products include hi-tech Alliance Base and Temple of Light playsets, which are equipped with an exciting array of traps and secret compartments for kids to re-enact high-octane arena combat. IMC Toys will also be launching a wide range of action figure packs, blind bag collectible figures and a Z-Comm wrist watch that features flashing lights and sounds from the original video game.

“There was a real meeting of minds with IMC Toys and we’re confident they are the perfect partner to spearhead the licensing drive for Invizimals,” says David Evans, European Licensing Manager, Sony Computer Entertainment Europe. “IMC Toys clearly shared our vision for the brand and we recognised that their passion, energy and retail expertise would culminate in a toy line that embraces the very special attributes of Invizimals. We can’t wait to see the finished product!”

Jordi Borrell, Corporate Marketing Director IMC Toys, said, “We are delighted to be working with Sony Computer Entertainment Europe on this stand-out property and look forward to introducing an Invizimals™ toy line that will add a new dimension to the brand experience.” Terry Crew, Managing Director for IMC Toys, UK adds, ”The Invizimals™ game is ground-breaking in terms of its technical innovation and to reflect those qualities we’ve developed a toy range with a host of interactive special features to fire the imaginations of young Invizimals™ fans.”

The partnership with IMC Toys is the latest in a string of significant developments for Invizimals™, which is rapidly becoming Europe’s next “must have” brand. The overwhelming popularity of the games and the innovative use of technology have created a groundswell of demand for Invizimals™ content and official merchandise. Panini has reported incredible sales in Spain where over 100 million Invizimals™ stickers have been sold and plans are now in place to extend distribution across Europe.

Invizimals™ are tiny, mysterious creatures made of pure energy that live all around us but they can only be seen and captured through the magic of PlayStation®. They first appeared to PSP® (PlayStation®Portable) gamers in 2009 and have inspired two subsequent games, Invizimals: Shadow Zone in 2010 and Invizimals: The Lost Tribes in 2011. Two new games, Invizimals: The Lost Kingdom on PlayStation®3 (PS3) and Invizimals: The Alliance on PlayStation® Vita (PS Vita),launching 30th October 2013.

Invizimals™ is also the subject of the world’s first Augmented Reality cartoon series, developed in partnership with BRB Internacional. The series sparked a bidding war when it was debuted at MIP Jr in 2012 and is scheduled to make its highly anticipated broadcast debut later this year.

David Evans continues, “Invizimals™ is our lead consumer products programme for children. By the end of this year, the franchise will boast five video games, the first augmented reality cartoon series, a master toy partner and a growing licensing programme. With all this, and Sony Computer Entertainment’s skills as a hardware and software developer behind it, we are confident that Invizimals™ has the potential to become Europe’s hottest new property.”


About Sony Computer Entertainment Europe

Sony Computer Entertainment Europe (SCEE), based in London, is responsible for the distribution, marketing and sales of PlayStation®2 (PS2®) computer entertainment system, PSP™ (PlayStation®Portable) handheld entertainment system, PlayStation®3 (PS3®) computer entertainment system, PlayStation®Vita (PS Vita) portable entertainment system, and PlayStation®Network software and hardware in 109 territories across Europe, the Middle East, Africa and Oceania. SCEE has revolutionised home entertainment since they launched PlayStation® in 1994. PS2® further enhances the PlayStation® legacy as the core of home networked entertainment. PSP® is a handheld entertainment system that allows users to enjoy 3D games with high-quality full-motion video and high-fidelity stereo audio. PS3® is an advanced computer system, incorporating the powerful Cell Broadband Engine and RSX processors. PS Vita is an ultimate portable entertainment system that offers a revolutionary combination of rich gaming and social connectivity within a real world context. SCEE also delivers the PlayStation® experience to open operating systems through PlayStation®Mobile, a cross device platform. SCEE also develops, publishes, markets and distributes entertainment software for these formats, and manages the third party licensing programs for the formats in these territories.

More information about PlayStation products can be found at

PlayStation, PS4, PS3, PS2 and PSP are registered trademarks or trademarks of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners
Information Supplied by: