Mattel’s 2012 line-up is bursting with new technology integrations with Apptivity Mattel plans to fully integrate traditional play with mobile devices. Essentially, the proprietary technology allows kids to combine playtime with physical toys and their parents’ toy, an iPad.
“Today’s children do not differentiate between toy and device as technology is expected in their favorite playthings,” said Chuck Scothon, SVP, Marketing, Mattel’s North American Division — in a press release put out by the company. “What Mattel brings to this convergence is a rich understanding of both the art and science of play. Our iconic brands not only transcend generations, they extend beyond the play room to deliver rich content on today’s multiple entertainment platforms.”
Mattel’s Apptivity technology will be seen in sub-brands such as Fisher-Price, Hot Wheels, and Barbie. Mobile applications are said to facilitate everything from educational games to 1:64 scale head-to-head racing – Kids have it so good these days.
Later this year the company will launch Apptivity, a line of toys made from conductive plastic that interact with iPad games — some which you’re already quite familiar with, like Cut the Rope, Fruit Ninja and, of course, Angry Birds. The games will get an update when the toys hit the market with new features and play modes specifically designed to utilize the physical pieces. Other brands, including WWE, Batman and Hot Wheels will also be part of the first batch of toys designed to be played with on your iPad screen.
