Introduction
Worlds of Wonder (WoW) is a name that evokes nostalgia for many who grew up in the 1980s. Known primarily for their innovative toys like Teddy Ruxpin and Lazer Tag, WoW also made a bold attempt to break into the gaming industry. Although their venture into gaming was short-lived, it left an indelible mark on the industry. This article explores the history of Worlds of Wonder, its foray into the gaming industry, and the legacy it left behind.
The Origins of Worlds of Wonder
- Founding: Worlds of Wonder was founded in 1985 by former Atari employees Don Kingsborough and Mark Robert Goldberg. The company was created with the goal of developing and marketing innovative, high-tech toys.
- Early Success: WoW quickly found success with the release of Teddy Ruxpin, the world's first animatronic storytelling bear. This toy became a sensation, leading to massive sales and securing WoW's place in the toy industry. Following this success, they launched Lazer Tag, an interactive infrared game that became another hit.
Entry into the Gaming Industry
Buoyed by their success in the toy market, WoW decided to expand into the burgeoning video game industry.
- Motivation: The mid-1980s were a time of rapid growth and experimentation in the gaming industry. With their experience in creating interactive toys, WoW saw an opportunity to bring something new to the market. Their entry into gaming was driven by the desire to blend the interactivity of their toys with the emerging trends in video gaming.
- Innovation Focus: WoW aimed to create products that combined traditional gaming elements with cutting-edge technology. Their focus was on creating experiences that were not only fun but also innovative, aligning with their reputation as a company that pushed the boundaries of what toys could do.
The Action Max Console
WoW's most significant contribution to the gaming industry was the Action Max console.
- Release and Concept: Launched in 1987, the Action Max was an innovative gaming system that relied on VHS tapes for gameplay. The console was designed to work with a player's existing VCR, playing pre-recorded video footage while the player used a light gun to shoot at targets on the screen.
- Technical Details: The Action Max had no internal processing power of its own; instead, it relied entirely on the VCR to play the games. The console kept score based on the player's accuracy and timing, offering a unique but limited gaming experience.
- Game Library: The Action Max had a small library of five games, all of which were light gun shooters. These games included Sonic Fury, Hydrosub: 2021, Blue Thunder, The Rescue of Pops Ghostly, and 38 Ambush Alley. The limited game library and the repetitive nature of the gameplay contributed to the console's failure to gain traction in the market.
Challenges and Decline
While WoW had great success in the toy industry, their venture into gaming was fraught with challenges.
- Market Competition: The late 1980s were a competitive time in the gaming industry, with companies like Nintendo and Sega dominating the market. WoW's Action Max struggled to compete with these established giants, especially given the limited interactivity and replay value of its games.
- Consumer Reception: The Action Max was marketed as a revolutionary gaming experience, but consumers were quickly disappointed by its limitations. The lack of variety in gameplay and the reliance on pre-recorded VHS tapes made the system feel outdated compared to the more advanced consoles available at the time.
- Financial Struggles: The failure of the Action Max to capture the market, combined with other financial pressures, led to significant losses for WoW. Despite their initial successes, the company was unable to sustain its momentum and filed for bankruptcy in 1988, just three years after its founding.
Legacy in the Gaming Industry
Despite its short-lived presence in the gaming industry, WoW's legacy is still remembered by enthusiasts and collectors.
- Innovation and Experimentation: WoW's attempt to blend traditional gaming with emerging technology was ahead of its time. While the Action Max was not a commercial success, it demonstrated the potential for combining different forms of media to create new gaming experiences. This experimentation paved the way for future developments in FMV (full-motion video) gaming, which would become more prominent in the 1990s.
- Collector's Interest: Today, the Action Max is considered a collector's item, valued for its uniqueness and place in the history of gaming. Retro gaming enthusiasts appreciate it as a piece of gaming history that reflects the industry's early attempts at innovation.
- Impact on Toy and Gaming Integration: WoW's work in integrating interactive technology into toys and games also had a lasting influence. The concept of merging toys with video games, seen in products like Nintendo's Amiibo or the Skylanders series, can trace some of its roots back to WoW's pioneering efforts.
Conclusion
Worlds of Wonder was a company that dared to push the boundaries of what was possible in both the toy and gaming industries. While their venture into gaming with the Action Max was not successful, it was a bold experiment that reflected their commitment to innovation. The company's legacy lives on not only in the nostalgia for their iconic toys but also in the lessons learned from their attempts to innovate in the gaming world. Worlds of Wonder may not have become a dominant force in the gaming industry, but their story is a testament to the risks and rewards of trying to innovate in a rapidly evolving market.