Now Playskool moves into digital arena

Branded digital music players for babies launching in September.
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Hasbro has teamed up with Creative for an MP3-based toy range aimed at the nursery market.

From September, parents will be able to purchase Playskool branded digital media products. The Made for Me range includes a Digital Music Player with a ready to use library of 50 songs and the option to transfer personal favourites over from CD or download files from the internet.

The range also has a Day to Dream Soother with optical lights, music and ceiling light projection, plus a 2-in-1 Infant Gym.

The three new products are targeted at new parents and those with children up to the age of three.

Nancy Kufferman, senior brand manager, Playskool, said: "The insight for the Playskool Made for Me line is about delivering a unique system of toys and gear that resonate with new parents.

"These parents are primarily Gen X and Y and technology is typically a big part of their world. They not only embrace new technology, but they seek out ways to maximise its potential into their everyday lives."

Brad Anderson, director of product marketing at Creative, added: "As one of the pioneers in the MP3 player market, Creative is excited to expand the scope of its offering by collaborating with Hasbro to bring music to young children and families.

"Now there is a Creative MP3 product for every member of the family, no matter what age."

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