Mattel Launches iPad Toy Range

Mattel has launched a new line of iPad-friendly toys featuring brands such as Hot Wheels, WWE, Cut the Rope, Fruit Ninja and Batman.

The Apptivity line features screen-safe toys that work in conjunction with existing iPad apps such as “Fruit Ninja” and the Fisher-Price play-and-learn or include new apps for properties like Hot Wheels and WWE.

“With millions of households now owning iPads, we sought out a meaningful way to create new play possibilities that both entertain and bring families together,” says Lisa McKnight, senior vice president marketing, Mattel North America. “Apptivity meets the needs of today’s tech-savvy kids, while showcasing our trusted brands and best-in-class partners.”

The range also includes a Fisher-Price Apptivity case for babies, while the Monster High doll line will make its Apptivity debut in October.