Mattel Brings Powerhouse Brands to the iPad With Apptivity(TM) Play
August 29, 2012

Physical toys interact with apps bringing kids fun, screen-safe, rich content play experiences on iPad®

EL SEGUNDO, Calif.–(BUSINESS WIRE)-– In line with today’s modern families and the popularity of iPad at home, Mattel, Inc. launches Apptivity™ featuring screen-safe toys for the iPad that interact with apps from the world’s biggest and most popular brands. From Fisher-Price®, Hot Wheels®, and Monster High™ to WWE®, BATMAN™, Cut the Rope™ and Fruit Ninja™, Apptivity™ is available now and brings kids of all ages engagement, innovation and technology that’s shaping the future of play.
Apptivity Hot Wheels Car (Photo: Business Wire)

“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.”

Across preschool, boys, girls and games brands, Apptivity™ brings unprecedented play value to iPad users. Featuring authentic toys and app content, Apptivity™ allows kids to discover new ways to engage with their favorite Mattel brands through fun mini-game challenges, story unveils and character firsts. Apptivity™ also opens exclusive playability from today’s leading apps Cut The Rope™ and Fruit Ninja™ including special new game modes while bringing entertainment properties WWE® and BATMAN™ to life with supreme in-app game graphics and detailed toys.

Utilizing special screen-safe plastic, Apptivity™ toys are designed not to scratch iPad’s surface. Play is activated in three easy steps. First, purchase an Apptivity™ toy at retail or online. Second, download free Apptivity™ apps from the App Store on iPad at Apptivity™ Central or go to to learn more. Next, tap on the app and place the physical toy on iPad’s screen. The toy is now ready to be played with the app.

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

Apptivity™ Hot Wheels™: Train to be a Team Hot Wheels™ driver, on iPad! With nine mini-games and three top secret zones, Hot Wheels™ fans will never run out of track. Each Apptivity™ Hot Wheels™ vehicle opens different in-game performance features! Available in single packs at retailers everywhere, and two-pack assortment now exclusively at Apple retail stores and at The Apptivity™ Hot Wheels™ App is available for free from the App Store on iPad or at

Apptivity™ Cut The Rope™: The cute green character Om Nom® comes to life like never before in toy form! Put Om Nom® on iPad and a special game mode “Candy Frenzy” is enabled where players must sweep their Om Nom™ Apptivity™ figure back and forth to capture candy. The Cut the Rope™ HD App is available for $1.99 from the App Store on iPad or at A free, limited version is also available.

Apptivity™ Fruit Ninja™: For the first time gamers can play as the lovable Sensei! Place the Sensei Apptivity™ figure on iPad’s screen and open a never-before-seen two-player mode! The head-to-head competition tests slicing and swiping skills where players can launch fruit at friends for playful game of sabotage. The Fruit Ninja™ HD App is available for $2.99 from the App Store on iPad or at A free, limited version is also available.

Apptivity™ BATMAN™ The Dark Knight Rises™: Action comes to iPad with this film-inspired Apptivity™ play that takes BATMAN through the streets of Gotham City in search of the villain Bane. Each Apptivity™ figure and accessory releases additional in-game play functionality for an added test of skill and excitement. Available in single and starter pack assortments. The Apptivity™ BATMAN™ App is available for free from the App Store on iPad or at

Apptivity™ WWE® Rumblers®: Transform iPad into a WWE ring where players can battle both as and against top WWE Superstars! Apptivity™ WWE Rumblers places the power of WWE superstar favorites in fans hands competing as John Cena®, Rey Mysterio®, Sheamus™ and more in unique competition featuring three exciting game modes including: Career, Exhibition and Training. Available in single and starter pack assortments. The Apptivity™ WWE® Rumblers® App is available for free from the App Store on iPad or at

Fisher-Price® Laugh & Learn™ Apptivity™ Case for iPad® devices. Babies can enjoy their very own apps in a case that’s made just right for them! Simply place the Apple® device into the case, twist the lock, and the electronic device is protected from baby’s dribbles and drool. The durable, rubber case holds the device behind a clear film to protect the screen. Offers three ways to play: roly-poly base, easel or flat. Download free Fisher-Price Laugh & Learn apps from iTunes!

And coming in October, Monster High® will make its ghoulish Apptivity™ debut featuring popular personalities Frankie, Lagoona, Draculaura and Clawdeen in a dynamic mystery-quest challenge for Monster High® fans of all ages.

All Apptivity™ games can be played without the physical toys, using tap and swipe functions on iPad. New levels, features, modes and characters can be unlocked through game achievements or via App Purchase. Apptivity™ is compatible with iPad, iPad2 and the new iPad. For more information visit

About Mattel:

Mattel, Inc. (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named as one of FORTUNE Magazine’s “100 Best Companies to Work For” for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine’s “100 Best Corporate Citizens.” With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 28,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at, or

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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