23 January 2006

Fisher-Price tackles electronics with KidTronics [Reuters]

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Kidtronics
The room looks like a typical child’s playtime fantasy, decorated with bright carpet and packed with toys, games, costumes, and an indoor jungle gym.

But it is also lined on one side with windows and on the other with a one-way mirror.

On this rainy morning, Fisher-Price executives are peering into the room from behind the mirror, watching a group of 4-year-olds play and trying to gather critical data for a line of electronic toys they are developing for their new “KidTronics” line.

If all goes well, the products will be previewed at the Tot Fair in New York in February, and hopes are running high.

“We’re breaking new ground here,” said David Ciganko, vice president of product design at Fisher-Price, a unit of Mattel Inc.

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