China Toy Fair


Activision to Release Percy Jackson & The Olympians Video Game

Percy Jackson_DS_box

Activision Publishing, Inc. and Fox Licensing will release Percy Jackson & The Olympians: The Lightning Thief for the Nintendo DS, based on the first title of Rick Riordan’s book series.  The role-playing video game allows players to navigate Percy Jackson and his fellow demigods as they battle for survival in a contemporary world ruled by Greek gods. The video game will hit store shelves February 9, while a movie of the same title, Percy Jackson & The Olympians: The Lightning Thief, will release in theaters February 12.

“Augmented-Reality” Toys Premiere as Part of Fox Licensing’s Avatar Merchandise Campaign

To support the December 18th premiere of James Cameron’s movie Avatar, Twentieth Century Fox Licensing & Merchandising is launching a vast merchandising campaign, introducing more than 125 products in the categories of video games, toys, apparel, and publishing.

Mattel, Inc. will release action figures, vehicles, and creatures based on the movie that use “augmented-reality.” Each product in the line will come with a 3-D web tag, called an i-TAG, which consumers can “scan” using a home computer’s webcam.  After the tag is scanned, special content, such as biographical information, additional images, and animated models of the figures, is revealed onscreen that is unique to the product. Animated 3-D models of the products will come alive when the i-TAG for deluxe figures is scanned by a webcam, and when two i-TAGS from a Battle Pack are scanned, the 3-D images will interact with each other.

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