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Mattel gets more interactive at Toy Fair

With re-emerging boys-centric brand Max Steel at the center of its new property lineup for 2013, Mattel will launch a series of toys and integrated interactive games at the 2013 Toy Fair, which will bring more than 30,000 toy professionals to New York next week.
February 8, 2013

With re-emerging boys-centric brand Max Steel at the center  of its new property lineup for 2013, Mattel will launch a series of toys and integrated interactive games at the 2013 Toy Fair, which will bring more than 30,000 toy professionals to New York next week.

The Max Steel IP, which makes its US return with a Disney XD TV series in tow as well as a new online game, will be supported by action figures, vehicles and role play items. Publishing announcements for the brand are expected to be announced shortly.

This year will also see new characters for the Monster High franchise through a new DVD movie entitled 13 Wishes that will be accompanied by 13 new dolls.  Stepping outside the toy aisle, Mattel is hosting a Barbie-themed global campaign called See What Happens, which invites girls to help the icon search for her new dreamhouse. The campaign will be supported by online engagement and retail touch points.

Perhaps the most timely in the Barbie product offering is two new customizable game apps. Barbie Digital Dress Doll allows girls to customize the doll’s dress with digital graphics such as hearts and stars, while the Barbie Digital Makeover Mirror uses facial-tracking technology to transform an iPad into a digital mirror where girls can select eye shadow, lipstick, color and glitter and apply them to their  live image on the iPad screen.

Boys, meanwhile, are being targeted for the company’s Be The World’s Best Driver competition, which features a mobile tour across the US, online webisodes and extensions at retail. Boys are also getting new products based on the upcoming Disney film Planes, which hits theaters this August. Disney Planes Wing Control Dusty Crophopper is an example of an RC vehicle that is coming to market based on the film.

The company’s Little People brand, meanwhile, will introduce new characters as well as musical and animated webisode content this June. Also for the youngest of consumers is the new Fisher-Price Create & Learn iPad case, which protects an

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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