Formlabs Puts Your Dad’s Head on Action Figures

Rob Spiegel | Jun 06, 2023

Here comes mass customization with your dad at the center of the action. Hasbro is collaborating with Formlabs on a personalization program, called, Hasbro Selfie Series. The custom program allows fans to create a collector-grade 6-inch action figure in their likeness based on classic and current characters from popular films, television series, and comics. For Father's Day, the focus is putting Dad's head on the famous figures.

Hasbro Selfie Series characters include G.I. JOE, Ghostbusters, Power Rangers, and Marvel, as well as designs inspired by Star Wars heroes. The program is available on the Hasbro Pulse mobile app on iOS and Android devices.

The Selfie Series is Hasbro's first introduction to the personalization platform. Using software and 3D printing in partnership with Formlabs, Hasbro is offering the chance to digitally transform Dad into an action figure with the costume you see on-screen.

These images illustrate the process:

We caught up with Gary Rowe, head of business development at Formlabs to learn more about the collaboration between Formlabs and Hasbro.

Design News: What prompted this program? Was it to demonstrate the capabilities of Formlabs design capture and production?

Gary Rowe: Hasbro used Formlabs 3D printers for prototype projects. After discovering the potential for 3D printing mass-customized products, Hasbro partnered with Formlabs to create Hasbro Selfie Series, which uses the company's 3D printers to bring fans’ figures to life at a mass scale. As a first-of-its-kind project, Hasbro Selfie Series shows how 3D printing can be applied to create custom consumer products at scale.

DN: Was Formlabs already collaborating on other projects with Hasbro before this initiative? If so, what?

Gary Rowe: Hasbro began using Formlabs 3D printers to rapidly create prototype action figures in 2014, which later resulted in a partnership and Selfie Series. Formlabs worked closely with Hasbro to bring Selfie Series to fans, collaborating on the materials and 3D printing workflows that would enable this experience at scale.

DN: What future initiatives will come from this collaboration between Formlabs and Hasbro?

Gary Rowe: Formlabs and Hasbro have not announced future partnership plans; however, Selfie Series is the first phase of a long-term partnership between Hasbro and Formlabs to utilize 3D printing to deliver unique customer experiences.

3D printing will continue to evolve and support mass production and customization for companies looking to provide a more personalized and user-centric approach to product development strengthening brand awareness and loyalty. Moving forward, as materials become more durable and 3D printers become faster, other industries will likely adopt 3D printing for similar projects that require mass customization.

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