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At the 2012 New York International Toy Fair, leading toymaker Mattel showcased its newest toys.
“Families want toys that fulfill a fun play experience while also expanding children’s imaginations in clever and exciting ways,” says Chuck Scothon, SVP, Marketing, Mattel’s North America Division. “Our iconic brands not only transcend generations, they extend beyond the play room to deliver rich content on today’s multiple entertainment platforms.”
Merging age-appropriate technologies and traditional play patterns, Mattel continues to deliver meaningful content and innovative play at a price point that maintains the integrity of a product. From integrated digital cameras to toys that interact with tablets and smartphones, the line between the two worlds continues to blur.
“Today’s children do not differentiate between toy and device as technology is expected in their favorite playthings,” said Scothon. “What Mattel brings to this convergence is a rich understanding of both the art and science of play.”
To complement its global powerhouse of brands, Mattel infuses play into your tablet with something no one else can – the industry’s top global powerhouse brands combined with rich content for an immersive play experience with Apptivity™. Featuring proprietary technology, Apptivity™ allows kids to take a physical toy and safely play with it on the screen of an iPad.
Beginning with Hot Wheels Apptivity which lets kids take a 1:64 scale Hot Wheels car and race through three exciting game mode in May, Mattel will introduce Apptivity to even the youngest techies-in-training with Fisher-Price’s Laugh & Learn Apptivity Monkey. The Laugh & Learn Apptivity Monkey is an interactive plush learning toy for babies that also lets them enjoy their very own apps on mom or dad’s iPhone or iPod touch device. Toddlers can squeeze monkey’s hands and feet to interact with the app, which teaches baby about colors, numbers, animals and much more. Mattel will introduce Barbie, Monster High, WWE, Angry Birds, Cut the Rope and Fruit Ninja later in the year.
For the first time, Hot Wheels goes from vehicle to “spherical,” with Hot Wheels Ballistiks creating new, outrageous stunts utilizing 1:64 scale cars. In today’s world, consumers have come to expect instant results, and this is no different for kids. Ballistiks quickly transforms from a Hot Wheels vehicle into a ball and back again for endless play experiences.
Inspired by the real-life crew of Team Hot Wheels drivers who will star in 20 webisodes in 2012, the Team Hot Wheels Double Dare Snare stunt setallows boys to race 1:64-scale Hot Wheels side-by-side down a twisty track, through a hair-raising loop and over a jump at the edge of a steep canyon.
Additionally, Mattel partners with entertainment powerhouses to bring characters from the big and small screen to the toy box. This summer, Batman in The Dark Knight Rises, from Warner Bros. Pictures, will fly into theatres and toy shelves with dynamic action figures and vehicles. For the first time, boys will be able to quickly transform their character favorites with Batman The Dark Knight Rises Quicktek Figure Assortment for a play experience that happens at the speed of a super hero. From Disney•Pixar’s Brave, a new animated feature about grand adventure set in the mysterious highlands of Scotland, Mattel introduces the Brave Merida Doll, inspired by the film’s courageous young heroine with fiery red hair and spirit to match. Twelve million viewers tune into the action-packed storylines of WWE programming each week and this year Mattel turns its Superstars into mom-friendly WWE Brawlin’ Buddies. These pillow Superstars bring the ring home but keep the moves safe.
