Consumer Products

Formlabs and Hasbro launch personalised 3D printed action figure range

Formlabs, SLA 3D printing company, and Hasbro, Inc., the American multinational conglomerate, specializing in toys, board games, and media assets, has announced a collaboration to offer customized 3D produced action figurines. The venture is called the Hasbro Selfie series.

The personalization system utilizes Formlabs 3D printers, allowing people to design an action figure that measures six inches and features their face.

Hasbro and Formlabs joined forces in 2014, when in that year Hasbro began to use Formlabs 3D printers in order to swiftly create action figures. The partnership is now evolving from prototyping into final-product manufacturing that allows fans to create customized action figures based on people from well-known TV shows, films and comics.

“Our collaboration together with Hasbro continues to grow to stay at the top of the innovation curve. 3D printing has long been considered a prototyping tool however it is now a Hasbro Selfie Series personalization system shows that Formlabs can enable end-product production at a scale. I am a fan of personalizing and designing products I use and am looking forward to seeing how people react to this brand new experience that is powered by additive manufacturing,” said Max Lobovsky, CEO and co-founder of Formlabs.

Hasbro employed more than 30 Form 3 printers, plus a new resin developed through Formlabs’ materials scientists and an individualized digital workflow that helped bring this 3D printed concept into existence. Formlabs also developed the PreForm and Dashboard software for Hasbro which enabled Formlabs APIs to work with the manufacturing capabilities of Hasbro.

Formlabs and Hasbro 3D printed personalized action figures. Photo via Formlabs.
Formlabs and Hasbro 3D printed personalized action figures. Photo via Formlabs.

How the Hasbro Selfie collection is made

It’s simple. fans just need to install their Hasbro Pulse mobile app (16+) (available on Android and iOS) sign in into the Hasbro Selfie series accounts and snap a picture of their face to alter their hairstyle and character. After ordering their personalized action figure will be posted to their home. The Hasbro Selfie Series range will debut featuring characters from G.I. JOE, Ghostbusters, Power Rangers and many other popular franchises. For now it is only available to people who reside within the United States.

The digital fabrication systems that are offered by Formlabs allow any company to create manufacturing processes that are adaptable, which permits mass customisation. Formlabs is leading the way to manufacturing in mass and customization with the high performance printing machines, materials along with software.

Patrick Marr, Sr Director Model Development at Hasbro, stated, “The modern consumer is looking for products that are custom made, and can be purchased from any place and shipped quickly. The capability to scale Formlabs 3D printers has made the company our preferred partner on many of the product development projects at Hasbro. Thanks to Formlabs they are able to provide an experience that’s customer-centric and adapted to the needs of product development that strengthens the relationships with customers and increasing the brand’s reputation.”

Participants at this year’s San Diego Comic-Con (July 21-24) will be able to view their personal Hasbro Selfie Series at Booth #3213, and also a small number of people each day are among the first to design and purchase their own figurines which are available for purchase at the end of the year 2022.