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Augmented reality is a key feature of Mattel’s line of toys supporting the theatrical release of Twentieth Century Fox’s Avatar in December 2009.
“The development of our Avatar toy line with the integration of the augmented reality technology marks an entirely new level of innovation in toys,” said Doug Wadleigh, vice president for boys’ action play marketing, Mattel. “Boys will be able to play with the Avatar figures and vehicles in ways that previously could only be imagined.”
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