Mattel, Inc. will preview at San Diego Comic-Con 2009 a new line of action figures based on Twentieth Century Fox's upcoming epic action-adventure film, Avatar, that 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.
James Cameron's Avatar is in theaters December 18th, 2009 and stars Sam Worthington, Zoe Saldana, Sigourney Weaver, Michelle Rodriguez, Giovanni Ribisi, Joel David Moore, CCH Pounder, Peter Mensah, Laz Alonso, Wes Studi and Stephen Lang.
Avatar was released December 18th, 2009 and stars Sam Worthington, Zoe Saldana, Sigourney Weaver, Stephen Lang, Joel Moore, Giovanni Ribisi, Michelle Rodriguez, Laz Alonso. The film is directed by James Cameron.
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K-Man
Uh, I have to disagree with you kingbrady.....BIG TIME. Titanic was not a downer, and I think the fact that it is the highest grossing movie of all time backs me up.
What were you expecting from a Titanic movie anyway? The ship sank didn't it?
Avatar is going to be freakin awesome!
3 years agoby @k-manFlag
kingbrady
Mike HD you're right, titanic was a real downer lol, cant believe it was so bad lol
3 years agoby @kingbradyFlag
kingbrady
the toys are supposed to be made by Mattel, they had an article a while back about it....my parents work for them in Toronto, i told her if she ever gets a release of a teaser or trailer, to show the employees what they are shipping, which i know they have done in the past, to grab it and bring it home lol
3 years agoby @kingbradyFlag
mikehd
When james cameron focuses on a movie he is one of the best in the business this man has been working on this movie for 10 years this movie wil be excellent he very rarely disappoints when it comes to movie making
3 years agoby @mikehdFlag
justinishulk
wow.... wow.... i can't wait
3 years agoby @justinishulkFlag
Lock and Stock
F*ck, i almost has a seizure from looking at this, can't wait for this movie. This will be better than HALO.
3 years agoby @m-man360Flag
Space101
I agree with Fallen on this one...
3 years agoby @space101Flag
ed_wood
This could be amazing. I agree, we need to see a trailer.
3 years agoby @ed-woodFlag
Cartman
Bullsh*t, we've seen these vehicles alrdy in HALO game and Matrix movies,..all the creatures in Starwars,...This movie is Hyped tooo much, no teaser for a movie tats gonna release in 4+ months?? JC is gonna be a big time lozer....
3 years agoby @c-a-r-t-m-a-nFlag
The Narrator: The Better Man
Translated on the screen this could look fantastic.
3 years agoby @narratorFlag