Details are still pretty light on this one, but it looks like Disney is doing its part to add a bit of order to the wild technology frontier that is web-connected toys -- the company's consumer products division will reportedly detail a proposal to establish a set of technology standards at the Engage Conference and Expo later this month. That plan will be laid out by the head of Disney's "Toymorrow" team, Armen Mkrtchyan, who will apparently discuss what sort of standards Disney is currently looking at, and how such standards could lead to things like cost-savings and "increased playability." Unfortunately, that's about as specific as things get at the moment -- head on past the break for the complete press release.
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MEDIA ALERT: DISNEY CONSUMER PRODUCTS TO PROPOSE DEVELOPMENT AND TECHNOLOGY STANDARDS FOR WEB-CONNECTED TOYS

SANTA CLARA, CA - September 13, 2010 - Disney Consumer Products will for the first time detail a proposal to establish a set of industry development and technology standards for web-connected toys on September 22 at 11:30am at the Santa Clara Convention Center. Armen Mkrtchyan, Technology Manager, Toys and Consumer Electronics, Disney Consumer Products will lead the discussion at the Engage Conference and Expo taking place September 22 - 23 in Santa Clara. Engage! is the definitive technology event for youth entertainment professionals.

Disney Consumer Products is the business segment of The Walt Disney Company that extends the Disney brand to merchandise ranging from apparel, toys and home décor to books and magazines, foods and beverages, stationery, electronics and animation art.

"Web connected toys are now the norm but companies are left to their own devices when it comes to design and implementation," said Christopher Sherman, CEO of Engage Digital, producer of Engage. "Perspectives, verbiage/jargon, expectations vary from company-to-company and sometimes from product-to-product. This discussion will address the benefits and issues surrounding the establishment of standards for the development and creation of web connected toys."

About The Speaker:

Armen Mkrtchyan, Technology Manager, Toys and Consumer Electronics, Disney Consumer Products

Having recently taken the helm of Toymorrow, Disney's internal R&D group supporting all toy categories, Armen Mkrtchyan leverages a vast network of technology providers, vendors, partners, inventors, and research groups throughout The Walt Disney Company to envision and create innovative products and platforms across a broad range of toys and consumer electronics devices for kids and teens.

Session Details: September 22 at 11:30am

Web-Connected Toys: A Discussion on Standards with Disney Consumer Products

Topics to be discussed include:
- Overview of online developments
- Impact to kids and industry's response
- Exploring the fit of current toy business models as compared to the game industry
- Would standardization enable cost reduction and increase playability?
- How Disney is exploring standardization

About Engage Conference and Expo

The Engage conference brings together leaders from the technology, video game, toy, and entertainment industries and provides critical cross-industry learning and valuable new business partnership opportunities. Armen is joined at Engage by senior level executives from Mattel, Playdom, Rovio, NPD Group, IDG Ventures, Norwest Venture Partners, Nexon America, NHN USA, Inc., Gala-Net, Toy Industry Association, Academy of Interactive Arts & Sciences, Needham & Company, Wedbush Securities, IMVU, Digital Chocolate, VentureBeat, Wired, Playmatics, Kabam, Hi5 and many more.

Attendee Registration

For attendees online registration is only $595 until September 17th. Group discounts are available: Register two people and the third person is free. The event is priced affordably so everyone from startups to established players can participate. To register go to http://www.EngageExpo.com/sc2010/

About Engage Digital Media

Location-Based Marketing Summit is owned and operated by Engage Digital Media. Engage is a leading provider of trade events and media with a focus on social media, virtual worlds, user engagement and video games. Other upcoming events include the Toy, Game and Technology Summit, Virtual Goods Conference and Engage! Conference and Expo. Past events have included Digital Law Conference, iPad Summit, Virtual Worlds Conference and Expo, Austin Game Conference (now GDC Online) and many more. More information can be found at www.EngageDigital.com.

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