Mattel’s Avatar toys to feature new technology
SAN DIEGO — Mattel is previweing the Avatar line of action figures at Comic-Con International. The figures are based on the upcoming film by James Cameron.
The figures from “Avatar” incorporate augmented reality technology, marking the first time this technology will ever appear in a retail toy product, according to a Mattel release.
Here’s how it works, according to information from Mattel: 
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., in a press release. “Boys will be able to play with the ‘Avatar’ figures and vehicles in ways that previously could only be imagined.”
The i-TAG technology was developed by Total Immersion. According to the release, 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.
“Augmented reality is a software solution that has significantly gained momentum and popularity with advertisers, retailers and marketers over the past several years because of its unique ability to engage consumers in their experience with a brand,” said Bruno Uzzan, CEO and co-founder, Total Immersion, in a release. “The launch of Mattel’s ‘Avatar’ toy line is truly groundbreaking, as this marks the first time augmented reality has been featured in a mainstream consumer product line.”
The Mattel line of “Avatar” action figures, creatures and vehicles is scheduled for October 2009.
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