Mattel unveils Avatar augmented Reality Toys at Comic-Con 2009

Jul 23 2009, 6:35am CDT | by Luigi Lugmayr

Mattel will bring the first Toy Line featuring Augmented Reality Technology at Comic-Con 2009. The augmented reality enabled toys will be launched with Cameron's much-anticipated film Avatar.
We have seen augmented reality already on smartphones, looks like toys are next.
Mattel will offer Avatar action figures, vehicles and creatures that come with a 3-D web tag, called an i-TAG, which you 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 i-TAG technology was developed by Total Immersion. Total Immersion’s patented augmented reality technology integrates real time interactive 3-D graphics into live video. Once the object is recognized by the webcam, the product comes to life on screen.

Mattel seems to kick off here a strong new trend for interactive toys that could be ultra-hot for the Holiday shopping season 2009. The other hot toy trend for Christmas 2009 will be mind control games.

The Mattel line of Avatar action figures, creatures and vehicles will be available at retail stores nationwide in October 2009. The Movie Avatar premiers in December 2009. Comic-Con 2009 should see a preview of the 3D Avatar movie.
Via the Mattel site.

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Luigi Lugmayr
Luigi is the founding chief Editor of I4U News and brings over 15 years experience in the technology field to the ever evolving and exciting world of gadgets. He started I4U News back in 2000 and evolved it into vibrant technology magazine.
Luigi can be contacted directly at ml@i4u.com. Luigi posts regularly on LuigiMe.com about his experience running I4U.