Go ahead, you can admit it. You've wished – maybe even tried – to move an object by just thinking about it, Jedi-style. With Mattel's new MINDFLEX Game, recently showcased at the Consumer Electronics Show (CES) Kids@Play Summit, this fantasy can now become a reality.
MINDFLEX consists of a headset and table top obstacle course where you can actually use the power of thought to move objects. The headset measures brainwave activity through sensors that attach to your forehead and earlobes. The adventure begins with the customizable obstacle course where you can create hundreds of mind-bending combinations to move a small foam ball through the obstacle course. Some of the pieces to the obstacle course include ring towers, maze frames, cradle, hole in the wall, propeller wheel and cannon basket. Mattel states, "When you focus your concentration, a small foam ball will rise on a gentle stream of air. Relax your thoughts and the ball will descend." In addition to highlighting MINDFLEX at the Consumer Electronics Show (CES) Kids@Play Summit, Mattel unveiled their Mattel Digital Network initiative, which revamps the company's online strategy.
Mattel announced January 9, 2009 that the Mattel Digital Network will consist of shifting the focus from their website being an informational resource about Mattel's brands to that of an interactive destination for kids and families. Online games will tie into current and future popular brands. "Today's kids don't recognize technology, they recognize magic that engaging play experiences deliver," said Chuck Scothon, General Manager and Senior Vice President of Mattel Digital Network. "Mattel is known for providing magical play experiences through traditional toys, and now, with the launch of the Mattel Digital Network, we extend our great play experiences into the digital space for kids of all ages."
Through Mattel's research of children all over the world, they have observed trends and ongoing patterns in the ways in which children play. Using this information, the Mattel Digital Network "will become the first gateway to a world of open-ended play online." Mattel is also diving into the world of e-commerce and will, for the first time, allow visitors to purchase their favorite Mattel toys directly from their website. With the Mattel Digital Network, classics such as Hot Wheels and Barbie will be taken to another level of play as part of the evolution of technology-based toys and online experiences.
MINDFLEX will be available for purchase in the fall of 2009 for approximately $79.99 and is suitable for children ages 8 and up.
