Mattel Toys

Mattel Toys

At the 2012 New York International Toy Fair, leading toymaker Mattel (NASDAQ:MAT) will showcase its newest toys that transcend the traditional playroom and deliver deeper ways for kids and families to engage with their favorite brands including Barbie, Hot Wheels, Monster High and Fisher-Price. It was announced by the company today, Feb. 10.

“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.”

Barbie Photo Fashion Doll

Barbie Photo Fashion Doll

To complement its global brands, Mattel infuses play into a tablet 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.

Fisher Price Kid-Tough Portable DVR

Fisher Price Kid-Tough Portable DVR

Combining fashion and photos with a simple click, Barbie Photo Fashion Doll is actually a digital camera and Barbie doll’s tee-shirt serves as the canvas. Girls can showcase pre-loaded graphics or take their own pictures and display them on Barbie doll’s tee.

Girls who loved Fijit Friends will love the innovative nurturing play of Fijit Friends Yippits. These dynamic dancing pets perform tricks when played with so girls can nurture, teach tricks and discover the spontaneous play that comes with the fun, unpredictability of Yippits.

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Preschoolers who want to take their favorite content on the go will delight in the super-cool, kid-friendly Kid-Tough Portable DVR that connects directly to a TV and set top box to record children’s favorite TV shows.

The Kid-Tough Portable DVR gives parents and preschoolers the best of both worlds: parents can maximize TV content they’re already paying for at home and preschoolers can take their favorite TV shows along for the ride – on road trips, flights, family vacations – or wherever their adventures take them.

Mattel also partners with entertainment creators to bring characters from the big and small screen to the toy box.

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