Mattel unveils Avatar line-up

As the movie hits the big screen, the firm introduces a range of toys featuring i-TAG technology.
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Complementing the technology applied to create the cinematic masterpiece, Mattel’s Avatar toy range also packs a punch as new i-tag technology is captured to add a new dimension to action figure and vehicle play.

This futuristic innovation enables three dimensional, augmented reality play, mixing real and virtual worlds together for a unique play experience.

Each item in the collection is complete with an i-Tag enabling kids to activate and control 3D animations on screen through the website as well as revealing key facts about characters and vehicles.

The range includes both human and Na’vi action figures, as well as the futuristic vehicles and weird and wonderful creatures from the movie.


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Copyrights Group

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.