Mattel’s got Juice

By Staff -- Gifts and Dec, August 31, 2004

EL SEGUNDO, Calif.—Looks like Mattel is trying to give Hasbro a run for its money with the coming introduction of the Juice Box, a personal media player for tweens.

Hasbro’s VideoNow Color—aimed at the tween market—only plays proprietary video discs called PVDs. The Juice Box however will not only feature full-color video content but will play MP3 music files, and enable viewing of digital photos, giving tweens a bit more for their dollar.

Among key content players with whom Mattel has partnered include: BMG Music, Cartoon Network, 4Kids Entertainment, Vans Triple Crown Series, and the WWE.

Video, music and photo content are delivered through proprietary media cards called Juiceware that can store up to 176 minutes of plug-and-play entertainment.

A special Juice Box MP3 Starter Kit (sold separately) includes a blank 32MB SD or MMC card, software, Flash card adaptor and USB card reader/writer, will be available for an approximate retail price of $44.99.

Powered by three AA batteries (not included), “it can play hours of content without interruption or skipping, making it perfectly portable,” according to Mattel. Its approximately 3-inch video screen features a "flip" screen cover to protect it while being transported. Listeners can hear stereo sound through headphones, or listen with friends through a built-in speaker.

The Juice Box will be available October 17th and comes in bright red, cobalt blue and lime green for an estimated retail price of $69.99, which includes sampler content from 4Kids, Cartoon Network and Vans Triple Crown.

Juiceware media cards featuring Juice Box content will be available separately for an approximate retail price of $9.99 for two episodes of animation, up to an approximate retail price of $24.99 for full-length features.

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