First there was Skylanders, then Disney Infinity was announced - and now Hasbro has entered the new 'toys to life' category.
The new B-Daman line from Hasbro, under licence from D-rights and with manufacturing assistance from TakaraTomy, has been unveiled at the 2013 American International Toy Fair in New York.
Characters and battlefields featured in the upcoming B-Daman TV series will be available to kids.
Players will be able to scan any B-Daman figure using the app on their mobile device (available this autumn for Android and Apple devices) and the app will "transform the figure" into the digital experience.
Each figure also comes with a code card that can be used to unlock virtual B-Daman figures and exclusive content on BDamanBattles.com and in the app.
MCV's sister site ToyNews has the full story.