Microsoft is venturing into the toy market for the first time,
launching a cuddly dinosaur that interacts with TV programmes.
ActiMates, Microsoft’s new sub-brand, features a range of cuddly toys
which operate on their own or can be used interactively with PCs and
videos.
It will be the first time that interactive technology has been applied
to terrestrial TV programming, rather than a cable or satellite shopping
channel.
The toys are based on Microsoft’s unique animatronic technology, which
has taken two years to develop. The first in the range is Barney the
Dinosaur, based on the popular children’s programme on GMTV, which
Microsoft plans to encode so that the toy will interact with the
programme.
When used with encoded videos and a radio frequency device, the toy uses
a 4000-word vocabulary to comment on what is happening on screen and ask
questions. When used with a PC, it interacts with a CD-ROM using a
14,000-word vocabulary.
The product launches in the UK in July, just as a film featuring Barney
opens. It will be supported by a TV campaign in September, through Euro
RSCG Wnek Gosper, when Microsoft will target young mothers for the first
time.
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