ALKHOBAR: The world’s number one toy company, Mattel, plans to transform its online strategy from brand website platform to interactive programming and content provider. The Mattel Digital Network is to be developed as a new online destination for kids and families that is being driven by the company’s experience and observations about how kids play today. The network will be promoted as a gateway to a world of open-ended online play. The network will be user-focused and will become the portal to Mattel’s powerhouse brands, such as Barbie and Matchbox. In a press release, Mattel explained that the network is being created on the premise that it will be “the place where the kid in all of us comes to play.”
That doesn’t mean that the company is giving up on creating real world toys. However, Mattel will increasingly look for new ways to merge traditional and online play as well as introduce more digital technologies in its products. One of its most talked about new toys is called “Mindflex.”
Have you ever dreamed of moving an object with the power of your mind? Mindflex, the new mental acuity game from Mattel, makes that dream a reality. A lightweight headset containing sensors for the forehead and earlobes, measures brainwave activity. When the player concentrates, a small foam ball rises on a gentle stream of air. Losing concentration, or relaxing one’s mental focus, results in the ball descending. By using a combination of physical and mental coordination, the player must guide the ball through a customizable obstacle course — the various obstacles can be repositioned into many different configurations. Mindflex combines advanced technology with the power of thought to create an interactive experience unlike any other — a game where players compete in a mental marathon.
After a strenuous game of Mindflex, it’s time to have some fun with Xtractaurs. Kids “extract” DNA from a dinosaur figure to unlock an online gaming experience. Everything needed is included in the Xtractaurs Starter Kit which works with a PC or Mac. Collecting each additional dinosaur figure allows the extraction of new dinosaur DNA, unlocking new games and special attacks. It’s possible to mix and match online various dinosaur DNA traits, characteristics and fighting abilities to create the ultimate Xtractaurs figure. A player can boost the power of his figure in five arcade-style games, collect new DNA in dino action games, and ultimately take on the mighty Megavores in battle. But every Megavore requires new strategies. Build the wrong Xtractaurs, and its back to the dino drawing board!
If kids would like to create their own games, they’ll enjoy Mattel’s Ucreate Games which puts mash-up creativity and game creation into the hands of youngsters. Using a computer screen and the Ucreate Games tablet, kids can build and customize unique games using hand drawn lines and a library of fun, interactive game elements including drawing templates, photos, sound effects, and recognizable game components. Ucreate Games uses a unique, photographic interface that automatically recognizes game activities and captures the user’s creations. The Ucreate Games package comes with drawing table, folding camera, USB connection, software, dry erase drawing supplies and game template booklet. Moving from video to audio, Mattel’s UCreate Music is an easy-to-use digital music making system that allows kids to become DJs. Kids can express themselves by putting together their own songs and re-mixes using an innovative interface. They can record samples, mix and match loops and create their own music tracks. Plus, kids can share their creations with friends and update and explore new content on the Ucreate Music website. For added entertainment, kids can add in their own voice and sound effects or distortions to their tracks. Last but not least, Mattel is even capitalizing on its Barbie brand to offer a special digital play experience for girls. The Barbie Digital Nail Printer is the first product unveiled under the Barbie brand’s “Beautronics” line, where beauty meets electronics.
The Barbie Digital Nail Printer connects to a computer and allows girls to print custom designs directly onto their nails. It takes only a few seconds to do and the designs last for days. Girls can select from thousands of intricate designs, and even upload their own photos to create a custom manicure perfect for any occasion. The Digital Nail Printer uses thermal inkjet technology and specially-formulated cosmetic grade ink to print directly on the nail surface in full color.
A vital point to note about these toys is that they all enable kids to become comfortable with sharing their ideas and imagination, and encouraging them to develop problem solving skills. That’s really important in a future where creativity will be so highly prized in knowledge-based economies.