Mammoth Brand, a marketing initiative managed by toy maker NSI International, has teamed up with toy-store chain Toys"R" Us for the launch of Doko, a new "global trading game" targeted at boys and girls aged 6 to 13.
Starting this weekend Toys"R" Us will be the first retailer to sell
The discs are 40mm game pieces with laser-etched, steel rims, each one providing a unique id and a Doko design in the piece's center. Once they've registered online, kids can trade the discs with each other for more points and track how far their discs have traveled during the trading process.
Children will be able to chat with and send messages to each other on Doko's child-safe and monitored site. They'll also be able to create friends lists and play hundreds of games. Aside from purchasing the actual discs, registrations and the site's features are all free.
To promote the game, earlier this month, Mammoth began its "Doko Drops" campaign by releasing over $1 million worth of Doko discs for people to discover throughout the U.S. and in London, Milan, Melbourne, Sydney, Honk Kong, Hamburg, Germany, and Tokyo.
Said NSI International president Frank Landi: "With the launch of the Doko game, Mammoth wanted to design a game for tweens that captures the fun of collecting with the interaction and reach offered by the internet. The Doko game is an opportunity for tweens to connect in a new way: to explore the world and make new friends in a social networking environment that is both safe and fun."
