It looks to be a rather deep game, filled with abilities to unlock, talent trees to climb, equipment to uncover and enhance and combo-driven action-RPG combat. I talked to some beta testers at the event who likened it to Blizzard’s Diablo, which is a good thing to be likened to.

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Along with the toys and the game, PlayFusion and Tomy are also launching a Lightseekers trading card game.

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The card game will launch with some 385 different cards, each one boasting augmented reality features activated within the video game and special one-time bonus spells, boosts or combat pets. In the card game, players choose a hero, equip items and use cards to determine how their hero fights and reacts to their opponents’ attacks.

Here’s a video of the card game in action.

So Lightseekers is toys, a video game, a card game . . . what else? During the demonstration a Lightseekers comic book was interfaced with the mobile game, one of the panels coming to life as an augmented reality mini-game. Future plans include creating videos with embedded cues that cause the mobile game to react while being viewed.

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Lightseekers is an incredibly ambitious project with tons of potential, but there’s one big hurdle PlayFusion and partner Tomy have to jump first—getting the game, toys and cards into players’ hands.

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No matter how much they say “connected play,” parents and gamers are going to look at a game where a toy becomes an in-game character and think “toys-to-life,” and toys-to-life hasn’t been having a good run lately. Perhaps the fact that Lightseekers is only launching with figures from two of the game’s playable races instead of flooding shelves with dozens of new characters will help. Or maybe consumers will wonder where all of the other characters are (I’ve seen a couple of the upcoming additions, and they’re quite cool.) It’s hard to say.

Then there’s the price of entry. A starter kit, featuring a character, a FusionCore and some accessories will retail for $70 when they go on sale Saturday, July 1, with accessory packs priced at $15. Individual figures will sell for less once released, since players won’t need an addition FusionCore mini-computer. The card game starter decks will be $20, with a $30 two-player pack also available.

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$70 is a pretty big ask for a new, unfamiliar “connected play” system, but Lightseekers has several points in its favor. The toys are extraordinary. The concept is several steps above anything we’ve seen in the genre it doesn’t want to be associated with. And Lightseekers’ has Toys’R’Us on its side, which means it’ll make big noise at launch in the world’s most popular toy store.

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With an ambitious game plan, amazing toys and the support of the biggest toy retailer going, Lightseekers could be a huge holiday hit this year. Or it could just be a very cool thing that arrives with a bang and goes out with a whimper. We’ll find out soon enough—Lightseekers go up for preorder exclusively at Toys’R’Us on April 17, with a July 1 launch date.