Share this on

Mattel unveils 'Avatar' toys at ComicCon

By Staff -- Gifts and Dec, 7/23/2009 1:38:00 PM

EL SEGUNDO, Calif.—Mattel is unveiling its previously under-wraps action figure line for James Cameron’s feature film Avatar at this week’s San Diego Comic-Con 2009.

Due at retail in October, the toys will incorporate “augmented reality” technology, marking the first time this technology will appear in a retail toy product. The toy line, developed in partnership with Twentieth Century Fox Licensing & Merchandising, will feature heroes, creatures and vehicles from the move, set for release in December 2009.

[Editor’s Notes: 1. Augmented reality technology allows computer generated objects to be placed into live video footage; 2. James Cameron's Avatar is not related to Paramount Pictures' The Last Airbender feature film due out in 2010 that's based on Nickelodeon's Avatar: The Last Airbender animated television series.]

In Mattel’s words: “Avatar action figures, vehicles and creatures will come with a 3-D web tag, called an i-TAG, which consumers can “scan” using a home computer’s webcam. Scanning the i-TAG will reveal special content onscreen unique to the corresponding product. Exact content varies for each item, but 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 3-D models will “come alive” through engaging, evading or defending moves. Place two i-TAGs from the “Battle Pack” together and the 3-D images will interact with each other.”

“The development of our Avatar toy line with the integration of the augmented reality technology marks an entirely new level of innovation in toys,” said Doug Wadleigh, Vice President for Boys Action Play Marketing, Mattel. “Boys will be able to play with the Avatar figures and vehicles in ways that previously could only be imagined.”

Share this on

Talkback

We would love your feedback!

Jazwares signs up for 'A Team' toys

Dec 18, 2009

Buzz Report: Licensing Show 2007

Jun 19, 2007

Spin Master snares global rights for 'Last Airbender'

Jul 23, 2009

Mattel ties into 'Avatar'

Feb 13, 2009

Big Time plans 'Sushi Pack' toys

Jan 21, 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