Disney Announces Mobile App Toys that Turn the iPad into Virtual Play Mat

By Rob Scott
September 28, 2011

• Disney announced this week its AppMATes Mobile Application Toys that use a sensor on the bottom of each toy, which identifies the object to an iPad app (no cable or Bluetooth connection required) and creates a virtual play mat for exploration and games.
• “The ‘Cars’ toys are meant to be driven across the top of an iPad, interacting with a downloadable ‘Cars 2’ Appmates app, which lets kids drive around courses, race and complete missions,” explains Engadget. “The app will be offered up as a free download through iTunes, and the cars will run $20 for a two-pack — the different toys unlock different features, according to Disney.”
• “We have cracked the technology code in changing the way kids play with their toys,” said Sunny Lauridsen, director of digital toys for Disney Consumer Products. “Kids will always use toys to play out their favorite Disney stories, but Disney Appmates now allows them to include technology which has become a way of life for them through a beautifully rich app.”
• According to the press release: “Each toy unlocks different features and content within the app specific to the character, allowing kids to come back over and over to enjoy an imaginative, open-ended play experience using the Appmates toys. Fans can download and test the app by simply using their fingers to drive a virtual car through the world, but the play experience is optimized to come to life with the Appmates toy vehicles.”
• The toys will be available in October through the Apple Store, Apple Store online, Disney Stores, DisneyStore.com and national retailers.

New Industry Report to be Released: Suggests 3D Format Safe for Kids

By Dennis Kuba
September 20, 2011

• The American Optometric Association, the Consumer Electronics Association and the 3D@Home Consortium will issue a report entitled “3D in the Classroom: See Well, Learn Well” that will promote 3D in the classroom. The report, endorsed by James Cameron and Jeffrey Katzenberg, also makes the case for 3D eye exams.
• The AOA has been taking issue with a position by some companies to recommend that 3D not be used for children younger than 6 years of age.
• In response to Nintendo on the 3DS, for example, they responded, “Since vision develops from birth, it is crucial to uncover the type of vision disorders that may interfere with Nintendo 3D viewing at an early age. Accordingly, children younger than 6 can use the 3DS in 3D mode if their visual system is developing normally.”
• They also dispute the recommendation against prolonged 3D viewing, as there is no medical evidence to support this.
• “While professionals like Technicolor’s 3D guru Pete Routhier note that poorly made 3D can cause eye strain, headaches or nausea, the AOA report notes that discomfort caused by stereoscopy is not innate to the format,” reports Variety. “In fact, pain associated with 3D can often be an indicator of a problem with the health of the viewer’s eyes.”