Mattel reveals Avatar toy line - Licensing.biz

Mattel reveals Avatar toy line

Firm uses Comic-Con in San Diego to unveil action figures, vehicles and creatures.
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Mattel is using the Comic-Con festival in San Diego to preview its new line of action figures based on 20th Century Fox's action adventure film, Avatar.

The range will incorporate augmented reality technology, according to the firm - the first time this technology will ever appear in a retail toy product.

Each action figure, vehicle and creature in the product line will come with a 3D web tag, called an i-TAG, which consumers can scan using a webcam. Scanning the i-TAG will reveal special content on-screen unique to that product. This could include biographical information, additional images and animated models of the figures.

When the i-TAG for deluxe figures, vehicles or creatures are placed under a webcam, animated 3D models will 'come alive' through engaging, evading or defending moves. Place two i-TAGs from the Battle Pack together and the 3D images will interact with each other.

"The development of our Avatar toy line with the integration of augmented reality technology marks an entirely new level of innovation in toys," said Doug Wadleigh, VP for boys action play marketing at Mattel. "Boys will be able to play with the Avatar figures and vehicles in ways that previously could only be imagined."

Lora Cohn, VP of Fox Licensing, added: "Mattel has created the perfect complement to a film that is going to wow audiences the world over with its bold new vision."

The i-TAG technology was developed by Total Immersion. The products are due to hit retail from October. Avatar, directed by James Cameron, will arrive in cinemas from December.

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