Mattel, Inc. (NYSE: MAT) will preview at San Diego Comic-Con 2009 a new
line of action figures based on Twentieth Century Fox’s upcoming epic
action-adventure film, “Avatar,” that will incorporate augmented reality
technology, marking the first time this technology will ever appear in a
retail toy product. The toy line, developed in partnership with
Twentieth Century Fox Licensing & Merchandising (Fox Licensing) will
feature heroes, creatures and vehicles straight from James Cameron’s
much-anticipated film, which is set for release in December 2009.
Each action figure, vehicle and creature in the product line 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, Inc. “Boys will be able to play with the ‘Avatar’
figures and vehicles in ways that previously could only be imagined.”
Lora Cohn, Vice President, Fox Licensing, added, “This is going to be a
ground-breaking moment for both film and toy with the introduction of
one of the most innovative 3-D experiences ever conceived. Mattel has
created the perfect complement to a film that is going to wow audiences
the world over with its bold new vision.”
The i-TAG technology was developed by Total Immersion, the global leader
in augmented reality. Total Immersion’s patented augmented reality
technology integrates real time interactive 3-D graphics into live
video.
