Share this on

Mattel revamps online strategy

By Staff -- Gifts and Dec, 1/8/2009 12:46:00 PM

LAS VEGAS—Mattel plans to change its online strategy from a focus on brand Web sites to interactive programming and content creation, it said at a conference tied to this week’s 2009 Consumer Electronics Show.

The initiative, called the Mattel Digital Network, is centered on an online destination for kids and families that will be driven by “the company’s experience and observations about how kids play today” and become the gateway to Mattel’s brands online.

“Mattel is known for providing magical play experiences through traditional toys, and now with the launch of the Mattel Digital Network, we extend our great play experiences into the digital space for kids of all ages,” said Chuck Scothon, general manager and senior vice president, Mattel Digital Network. “To put it simply, we will be moving our users into the driver’s seat to let them decide how to interact with our brands, to consume the content they want and even to be a participant in content creation.”

According to the toymaker, the debut version of what it says will be a continually evolving Mattel Digital Network effort will:

• discern the age of a child and provide a different experience depending on gender, interests, and level of active participation;

• be a kid-safe environment with content that is screened, approved and appropriate for children at each age;

• provide tools to harness the creativity of brand fans to make it not just a place to consume content, but also to provide content;

• be a site “for the kid in all of us,” from ensuring its channels will support the personality of each brand to providing a shopping solution for gift givers.

During this week’s CES, Mattel is also showing several new technology-driven playthings, including:

Mindflex, a mental acuity game in which players attempt to use brainwave activity to guide a ball through a customizable obstacle course;

Barbie Digital Nail Printer, which connects to a computer and allows kids to print custom designs directly onto their nails by way of thermal inkjet technology and cosmetic-grade ink;

UCreate Games, which uses a computer screen and a proprietary tablet to build and customize unique games using hand drawn lines and a library of interactive game elements, including drawing templates, photos, sound effects, and recognizable game components.

UCreate Music, a digital music making system that allows kids to create their own songs and re-mixes using a “fun and innovative” interface. They can record samples, mix and match loops and create their own music tracks using an assortment of rifts, instruments, runs and backbeats.

Xtractaurs, a dinosaur themed line in which kids build their own dinosaurs online after buying a starter kit that contains a T-Rex action figure, software and a DNA “Extraction Gun.”

U.B. Funkeys Game Factory Tool, a new tool designed to enhance the user experience of the existing U.B. Funkeys virtual world by allowing kids to unlock and create new gaming functionality. Using new Game Factory figures, kids can make their own U.B. Funkeys online game and post it to UBFunkeys.com where friends can play and rank their game.

FAMPS (Feelings, Attitudes, Moods and Personalities), a line of girl-oriented collectible figures designed to allow users to reflect their emotions in virtual space via their desktop, e-mail, widgets and instant messaging. Girls can also create custom wallpapers, e-cards and other designs based on their feeling, attitude, mood or personality at that time. The FAMPS figures double as key chains.

Share this on

Talkback

We would love your feedback!

Toy Industry Outlook 2012

Feb 25, 2012

Back In The Fight

Aug 1, 2009

Direct from Market: Toy Fair

Feb 21, 2011

Up Close: 2008 Forecast

Jan 1, 2008

Hasbro plans TV network

Apr 30, 2009

Also by this author

»MORE

Featured Company

FurnitureCore.com

FurnitureCore.com is a dynamic web application aimed at the furniture industry. Retailers and manufacturers alike will find our deep reserve of tools to be exactly what their furniture business needs.www.furniturecore.com... more