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Mattel’s AVATAR with i-Tag Technology

“Avatar,” the highly anticipated action-adventure film from the director of Titanic, James Cameron, and Twentieth Century FOX hits theaters December 18th.  In anticipation of this landmark film, Mattel was tapped as master toy licensee for the property, and created a line of action figures, creatures and vehicles beyond imagination.  The toy line is the first to incorporate i-TAG technology which allows for three dimensional, augmented reality play – mixing real and virtual worlds together in real time – for a truly unique play experience.
AVATAR™ Vehicle Assortment
The world of Pandora can be a difficult and dangerous place to navigate, unless you have specialized vehicles like the AMP Suit and RDA Grinder.  Each toy vehicle has projectile launchers and unique functions for traversing the various terrain on Pandora.  Both vehicles work with 3_”  basic figures (sold separately), and each comes with its own unique i-TAG which creates a three dimensional, augmented reality image of the vehicle on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each vehicle sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)
ARP: $19.99 each Age: 6+ Available: October 2009
AVATAR™ Scorpion Gunship
Take on enemies while flying high above Pandora in the Scorpion Gunship.  Equipped with artillery, the toy version works with 3_” basic figures (sold separately).  It also comes with its own unique i-TAG which creates a three dimensional, augmented reality image of the chopper on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)
ARP: $26.99 Age: 6+ Available: October 2009
AVATAR™ Basic Action Figures
Highly articulated human and Na’vi action figures bring to life the true detail seen in the epic action-adventure film, “Avatar.”  Each figure is created to the scale of their likeness in the film (not sure what that means), and comes with its own unique i-TAG which, when held up to a webcam, creates a three dimensional, augmented reality image on a computer.  By covering a tab on the i-TAG you can discover interesting movie facts.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each figure sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)
ARP: $8.99 each Age: 6+ Available: October 2009
AVATAR™ Deluxe Action Figures
The highly articulated deluxe human and Na’vi action figures have amazing detail and poseability.  Each figure comes with their own unique i-TAG which creates a three dimensional, augmented reality image of the figure on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each figure sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)
ARP: $14.99 each Age: 6+ Available: October 2009
AVATAR™ Creature Assortment
The highly anticipated epic film, “Avatar,” showcases unique creatures of the distant world, Pandora; some of which Mattel brings to life in amazing detail and articulation, including the high-flying Banshee, the ferocious panther-like Thanator and the graceful Direhorse.  Each toy creature is highly articulated, and features luminescent “skin,” as seen in the film.  Each also comes with its own unique i-TAG which creates a three dimensional, augmented reality image of the creature on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each creature sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)
ARP: $14.99 each Age: 6+ Available: October 2009
AVATAR™ Leonopteryx
“Avatar” features the Leonopteryx, a ferocious flying creature with sharp fins on its head used to hunt prey, powerful talons for grasping and perching, and a wingspan of more than 80 feet.  The toy is a true recreation of the creature, with all its deadly features to scale.  Each Leonopteryx comes with its own i-TAG which creates a three dimensional, augmented reality image of the creature on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)
ARP: $26.99 Age: 6+ Available: October 2009
Action figures based on Twentieth Century Fox’s upcoming epic action-adventure film, “Avatar”, 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 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. 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. “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 will be available at retail stores nationwide in October 2009.
About “Avatar”
The director of Titanic takes us to a spectacular new world beyond our imagination, where a reluctant hero embarks on a journey of redemption, discovery and unexpected love — as he leads a heroic battle to save a civilization in this epic action adventure fantasy.  Conceived 14 years ago and over four years in the making, “Avatar” breaks new ground in delivering a fully immersive, emotional story and reinvents the movie going experience.
The “Avatar” cast includes Sam Worthington, Zoe Saldana and Sigourney Weaver.  Academy Award-winning visual effects house, WETA Digital, renowned for its work in “The Lord of the Rings” Trilogy and “King Kong,” will incorporate new intuitive CGI technologies to transform the environments and characters into photorealistic 3D imagery that will transport the audience into a world beyond imagination.
About Mattel, Inc.
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of 2009’s “100 Best Companies to Work For” by FORTUNE Magazine. With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel’s vision is to be the world’s premier toy brands—today and tomorrow.
About Total Immersion
Total Immersion (www.t-immersion.com) is the global leader in augmented reality.  Through its patented D’Fusion™ technology, Total Immersion blurs the line between the virtual world and the real world by integrating real time interactive 3D graphics into a live video stream.  Leading the augmented reality category since 1999, the company maintains a presence in Europe and the U.S., and supports a network of partners worldwide.
About Twentieth Century Fox Licensing & Merchandising
A recognized industry leader, Twentieth Century Fox Licensing and Merchandising licenses and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company, as well as third party lines. The division is aligned with Twentieth Century Fox Television, one of the top suppliers of primetime entertainment programming to the broadcast networks.

Avatar-Logo

Avatar,” the highly anticipated action-adventure film from the director of Titanic, James Cameron, and Twentieth Century FOX hits theaters December 18th.  In anticipation of this landmark film, Mattel was tapped as master toy licensee for the property, and created a line of action figures, creatures and vehicles beyond imagination.  The toy line is the first to incorporate i-TAG technology which allows for three dimensional, augmented reality play – mixing real and virtual worlds together in real time – for a truly unique play experience.

AVATAR™ Vehicle Assortment

The world of Pandora can be a difficult and dangerous place to navigate, unless you have specialized vehicles like the AMP Suit and RDA Grinder.  Each toy vehicle has projectile launchers and unique functions for traversing the various terrain on Pandora.  Both vehicles work with 3_”  basic figures (sold separately), and each comes with its own unique i-TAG which creates a three dimensional, augmented reality image of the vehicle on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each vehicle sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)

ARP: $19.99 each Age: 6+ Available: October 2009

AVATAR™ Scorpion Gunship

Take on enemies while flying high above Pandora in the Scorpion Gunship.  Equipped with artillery, the toy version works with 3_” basic figures (sold separately).  It also comes with its own unique i-TAG which creates a three dimensional, augmented reality image of the chopper on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)

ARP: $26.99 Age: 6+ Available: October 2009

AVATAR™ Basic Action Figures

Highly articulated human and Na’vi action figures bring to life the true detail seen in the epic action-adventure film, “Avatar.”  Each figure is created to the scale of their likeness in the film (not sure what that means), and comes with its own unique i-TAG which, when held up to a webcam, creates a three dimensional, augmented reality image on a computer.  By covering a tab on the i-TAG you can discover interesting movie facts.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each figure sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)

ARP: $8.99 each Age: 6+ Available: October 2009

AVATAR™ Deluxe Action Figures

The highly articulated deluxe human and Na’vi action figures have amazing detail and poseability.  Each figure comes with their own unique i-TAG which creates a three dimensional, augmented reality image of the figure on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each figure sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)

ARP: $14.99 each Age: 6+ Available: October 2009

AVATAR™ Creature Assortment

The highly anticipated epic film, “Avatar,” showcases unique creatures of the distant world, Pandora; some of which Mattel brings to life in amazing detail and articulation, including the high-flying Banshee, the ferocious panther-like Thanator and the graceful Direhorse.  Each toy creature is highly articulated, and features luminescent “skin,” as seen in the film.  Each also comes with its own unique i-TAG which creates a three dimensional, augmented reality image of the creature on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Each creature sold separately and subject to availability.  Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)

ARP: $14.99 each Age: 6+ Available: October 2009

AVATAR™ Leonopteryx

“Avatar” features the Leonopteryx, a ferocious flying creature with sharp fins on its head used to hunt prey, powerful talons for grasping and perching, and a wingspan of more than 80 feet.  The toy is a true recreation of the creature, with all its deadly features to scale.  Each Leonopteryx comes with its own i-TAG which creates a three dimensional, augmented reality image of the creature on a computer screen when held up to a webcam.  The animated 3-D image will “come alive” through engaging, evading or defending moves.  To download i-TAG software and find out more information, visit www.avataritag.com.  (Colors and decorations may vary.  Requires WebCam and high speed internet connection for i-Tag play.)

ARP: $26.99 Age: 6+ Available: October 2009

Action figures based on Twentieth Century Fox’s upcoming epic action-adventure film, “Avatar”, 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 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. 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. “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 will be available at retail stores nationwide in October 2009.

About “Avatar”

The director of Titanic takes us to a spectacular new world beyond our imagination, where a reluctant hero embarks on a journey of redemption, discovery and unexpected love — as he leads a heroic battle to save a civilization in this epic action adventure fantasy.  Conceived 14 years ago and over four years in the making, “Avatar” breaks new ground in delivering a fully immersive, emotional story and reinvents the movie going experience.

The “Avatar” cast includes Sam Worthington, Zoe Saldana and Sigourney Weaver.  Academy Award-winning visual effects house, WETA Digital, renowned for its work in “The Lord of the Rings” Trilogy and “King Kong,” will incorporate new intuitive CGI technologies to transform the environments and characters into photorealistic 3D imagery that will transport the audience into a world beyond imagination.

About Mattel, Inc.

Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of 2009’s “100 Best Companies to Work For” by FORTUNE Magazine. With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel’s vision is to be the world’s premier toy brands—today and tomorrow.

About Total Immersion

Total Immersion (www.t-immersion.com) is the global leader in augmented reality.  Through its patented D’Fusion™ technology, Total Immersion blurs the line between the virtual world and the real world by integrating real time interactive 3D graphics into a live video stream.  Leading the augmented reality category since 1999, the company maintains a presence in Europe and the U.S., and supports a network of partners worldwide.

About Twentieth Century Fox Licensing & Merchandising

A recognized industry leader, Twentieth Century Fox Licensing and Merchandising licenses and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company, as well as third party lines. The division is aligned with Twentieth Century Fox Television, one of the top suppliers of primetime entertainment programming to the broadcast networks.

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