Mattel Launches iPad-connected Apptivity Range of Toys

We presume that by 'screen safe', Mattel means that you won't be finding tyre tracks on your iPad

Toy manufacturer Mattel has launched Apptivity, a range of interactive screen-safe toys and apps for the iPad.

First, customers buy one of the Apptivity toys, which draw on Mattel's toy brands and licenses including Hot Wheels, Fisher Price, WWE, and Batman.

Next, they?download the corresponding free app - which add popular games Cut the Rope and Fruit Ninja, and their own accompanying toys,?into the mix - and then play by touching the toys to the Tablet's screen.

"With millions of households now owning iPads, we sought out a meaningful way to create new play possibilities that both entertain and bring families together," says Lisa McKnight, SVP of marketing for Mattel's North America division. "Apptivity meets the needs of today's tech-savvy kids, while showcasing our trusted brands and best-in-class partners."

The range of toys is currently being promoted with a giant iPad at London's Westfield shopping centre, which is big enough to be played with by standing on it.

Source: http://www.mobilemarketingmagazine.com/content/mattel-launches-ipad-connected-apptivity-range-toys

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