Consumer Products

Mattel debuts nabi tablets for three core brands

Barbie, Hot Wheels and American Girl tablets from Mattel-owned nabi will launch next month—all with brand-specific sound effects and bumpers in tow.
September 14, 2016

Earlier this year, Mattel significantly strengthened its digital reach with the purchase of bankrupt tablet-maker Fuhu, best known for its nabi learning systems. Now the toymaker is putting its acquisition to full use with the launch of three standalone Barbie, Hot Wheels and American Girl tablets powered by nabi.

The tablets will come pre-loaded with digital content, experiences and accessories based around each brand. Operating on Marshmallow 6.0 Android OS, the tablets feature nabi’s dual-mode technology and Blue Morpho OS overlay, which offers a lineup of more than 400 kid-focused features.

The Barbie tablet features dozens of themed apps, games and videos that let users explore potential careers and create their own comic strips. There is also a video series called Barbie Spy Squad, which follows the iconic doll and her friends as they go on covert missions.

Hot Wheels Labs videos, which teach kids about the science of cars and tracks, will appear on the Hot Wheels tablet, along with a Tracks & Hacks section housing more than 25 apps. The American Girl tablet, meanwhile, includes more than 70 apps, videos and games featuring characters and creative craft ideas.

The tablets, which come with customized bumpers and brand-specific sound effects, will debut next month with a price tag of US$79.99.

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