The Batman Toys Interactive with TV Series: Toy Fair

A child sitting in a TV room watching The Batman new animated series will find the Batman action figure he’s playing with come to life as digital data is transmitted from the screen to the toy.

Mattel’s new VEIL technology was just one novel new gizmo launched at Toy Fair last week, along with the latest licensing opportunities and dozens of new toys.

The VEIL (Video Encoded Invisible Light) technology, an interactive television toy line, debuted on Kids’ WB this fall in conjunction with the The Batman series. The technology transmits encoded digital data directly from the animated series to Mattel’s new line of Batwave children’s toys. An invisible data stream embedded in the video picture is transmitted to and received by the removable module with LCD screen, bringing the Batman action figure and Batmobile to life.

Among other Toy Fair highlights:

• Extending its product line into new categories, infant developmental company Baby Einstein announced licensing partnerships with Graco, Hallmark and Hamco to produce baby gear, party supplies, bibs and soft bath items.

• American Greetings is taking its Care Bears to another level through licensing deals with Play Along, Tek Nek, VTech and Sport Fun. American Greetings will expand the presence of the retro characters to educational toys, musical vehicles, flip furniture and outdoor sports products.

• Bandai America has been named by Sony Pictures Consumer Products as master toy licensee of the anime series Astro Boy, launched earlier this year on Kids’ WB. Astro Boy will also be featured on 100 million milk cartons distributed in stores nationwide through April. Additionally, Carl’s Jr. and Hardee’s will feature the anime character in a 3,000-plus restaurant promotion planned for summer.

• Fisher-Price announced a new line of Sesame Street toys, including an Elmo doll that sings the E-L-M-O song to the YMCA tune. Potty Elmo also helps kids and parents with potty training and comes with a potty training tips book from Sesame Workshop. Sesame Workshop also teamed up for a Songs From the Street Yoplait Yumsters promotion, which runs through the end of February. The promo, targeting nostalgic adults, bundles Yumsters with a free CD sampler and $3 mail-in coupon for the three-CD boxed set.

• In other kids’ technology, VTech Electronics North America kicks off 2004 with the release of its V.Smile TV Learning System for children ages three to seven. V.Smile teaches language, math, vocabulary and problem solving with exchangeable game Smartridges available this fall. VTech also announced new licensing agreements with Care Bears, Scooby-Doo and the Brainy Baby Co.

The four-day show was held in New York City.