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Mattel Apptivity marries old-school toys with new technology

EL SEGUNDO, Calif. — Mattel's highly-anticipated Apptivity line, which the company introduced at the 2012 Toy Fair in February, is now available for the iPad.

At the Toy Fair, representatives for Mattel demonstrated how Apptivity allows kids to take a physical toy, such as a Hot Wheels car and play with it on the screen of an iPad. Other brands now available through the Apptivity line include Fisher-Price, Monster High 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,” said Lisa McKnight, SVP marketing Mattel North America division. “Apptivity meets the needs of today’s tech-savvy kids, while showcasing our trusted brands and best-in-class partners.”

Apptivity single packs retail for $9.99 and starter set two packs with included accessories for $19.99.

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