Global 3D printing industry juggernaut 3D Systems has joined forces with international toy and game giant Hasbro in a venture that seeks to redefine play.
The companies are planning to use this new-formed partnership to co-develop and commercialise innovative 3D printers and platforms later in the year, with children and parents in mind.
Hasbro's leading portfolio of iconic toys like Mr Potato Head and much-loved games such as Guess Who brings much to 3D Systems' offering of leading 3D printing technology and industry insight, giving the latter a massive potential retail reach and brand recognition among the consumer market.
Avi Reichental, CEO of 3D Systems, said: "We are thrilled to collaborate with Hasbro, a premier, global, branded play company, to jointly define, shape and lead the entire digital play space, powered by 3D printing."
CEO and President of Hasbro Brian Goldner added: "We believe 3D printing offers endless potential to bring incredible new play experiences for kids and we're excited to work with 3D Systems, a recognised industry leader in this space."
This is the latest addition to 3D Systems' growing consumer 3D printing empire. The company had a strong presence at the Las Vegas-based International CES 2014 in January this year, where it announced a slew of new products including the 3DMe Photobooth, a sub-$5,000 CubeJet desktop 3D printer and the third incarnation of its flagship Cube 3D printer.
