At the 2012 New York International Toy Fair, leading toymaker
Mattel, Inc. (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®. From
redefining toy-based storytelling to leveraging age-appropriate
technologies, Mattel’s “brand portfolio” puts the future of play in
the hands of kids today.
Hot Wheels Apptivity Vehicles for tablets
(Photo: Business Wire)
“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.”
Technology: It IS child’s
play
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.
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™.
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.
Customization and
Collectability
When traditional toys incorporate a creative, customizable
element – imaginations run wild. From designing fashions to entire
fashion dolls, Mattel keeps the category engaging for girls of all
ages. We know kids love to collect, and this year, we are offering
boys a cool, new take on vehicle play.
The Barbie® Design & Dress Studio™ comes with
everything a girl needs to create customized fashions for Barbie®
including, cloth dress templates, stencils, fabric markers and
decorative stickers. For the Monster High® fans who have been
designing and sharing their own creepy cool creations via UGC comes
the Monster High® Create-A-Monster Design Lab. Girls can
assemble even more customized Monster High® ghouls by taking “body
parts” from the Create-A-Monster kits or special Add-on Accessory
Packs then placing them in the Design Lab to apply any of the
desired “skins.”
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.
The Art of Story Telling
Which came first – the story or the toy? This year, Mattel can
answer “yes” to both. From adding characters to car play and a DVD
to doll play, content will continue to drive imaginations and
fashion storylines for both boys and girls.
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 set allows 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. This fall,
Monster High™ and Universal Pictures will release its first
direct-to-DVD movie, Monster High™: Ghouls
Rule!, that features all of the beloved student bodies and
their quest to take back Halloween. Rooted in the dynamic
storytelling moments of the DVD, Monster High® will parallel the
launch with freaky fab fashion dolls Clawdeen Wolf®, Frankie
Stein®, Draculaura® and Cleo De Nile®. And after 10 years of
entertainment, Barbie® is coming out with her first “sea-quel™” and
23rd direct-to-DVD title, “Barbie™: A Mermaid Tale
2.”
Fisher-Price continues to bring to life the magic of children’s
favorite programming through its longstanding licensor partnerships
with Disney and Nickelodeon and newly acquired HIT Entertainment,
which includes iconic brands Thomas & Friends®, Barney® and Bob
the Builder®. Children can recreate scenes from their favorite
shows and connect with beloved characters through imaginative role
play toys like Master Moves Mickey, Jake’s Musical Pirate
Ship Bucky, Fantastic Gymnastics Dora, Come & Get
Us!™ Counting UmiCar, Thomas & Friends® TrackMaster™
Risky Rails Bridge Drop and Thomas & Friends® Steam ‘n
Speed™ RC Thomas to deepen their overall play experience.
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.
For Mattel and Fisher-Price Toy Fair gallery b-roll and photos
please visit www.mattelbrandsmedia.com. Check out Fisher-Price on
Twitter @FPToyFair and follow Mattel on Twitter @MattelNews.
Consumers can also visit www.MattelShop.com for more information.
Please note credentials are required to attend all press events in
the Mattel showroom.
About Mattel
Mattel, Inc. (NASDAQ:MAT) (www.mattel.com) is the worldwide
leader in the design, manufacture and marketing of toys and family
products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced,
Hot Wheels®, Matchbox®, American Girl®, Radica® and Hot Wheels® RC,
as well as Fisher-Price® brands, including Thomas & Friends®,
Little People®, Power Wheels® and a wide array of
entertainment-inspired toy lines. In 2012, Mattel was named as one
of FORTUNE Magazine's "100 Best Companies to Work For" for the
fifth year in a row. Mattel also is ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens" and the
"World's Most Ethical Companies." With worldwide headquarters in El
Segundo, Calif., Mattel employs approximately 28,000 people in 43
countries and territories and sells products in more than 150
nations. At Mattel, we are "Creating the Future of Play." Follow
Mattel on Facebook: www.facebook.com/mattel
BARBIE, MONSTER HIGH and associated trademarks and trade dress
are owned by Mattel, Inc.© 2012 Mattel, Inc. All Rights Reserved.™
& © DC Comics.(s12)
MAT-CORP
Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50164477&lang=en
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