As kids spend more time online, toy makers are moving their brands to the Web by selling physical toys at stores that come with passwords used to unlock virtual worlds where the toy comes to life.
toy manufacturers are starting to marry the power of the Internet with their physical toys
larger companies like Mattel, Hasbro and Jakks Pacific are jumping onto the Web-based play trend.
kids who are playing in a virtual world and are invested in characters there are likely to buy other physical toys of the same character.
barbiegirls.com in April 2007, a Web site where girls can design virtual Barbie fashions, socialize with friends and play games. Mattel added a physical component in July, selling a Barbie-branded MP3 player
barbiegirls.com helps extend the brand to “older girls” in the eight to fifteen year-old age groups.
stuffed animals that will all have passwords facilitating online play
new Beanie Babies will be Web enabled via
ty.com.
clipped from: www.cnbc.com