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OFFICIAL PRESS RELEASE
UPDATED - 2/11/04
WARNER BROTHERS, MATTEL ANNOUNCE BATWAVE TOYS TO INTERACTIVELY TIE IN WITH NEW SERIES
Press Release
Warner Bros. Consumer Products has partnered with its master toy licensee, Mattel, Inc., and VEIL Interactive Technologies to merge action figure and vehicle play with interactive television to create the next generation of entertainment. The technology, exclusive to WBCP and Mattel for 2004, represents the first time a toy line will use the technology to enhance both the toy and TV experience.
VEIL (Video Encoded Invisible Light) technology transmits encoded digital data -- in the form of graphics, storyline components, gadgets and other features -- directly from the recently announced "The Batman" animated series. The encoded data, captured exclusively by Mattel's new line of Batwave children's toys based on the series, unlocks new capabilities in the toys and provides more information about the show and its characters. "The Batman" animated series and Mattel's VEIL-enabled toys will debut this Fall.
"The Batwave line is an extraordinary and sophisticated new way for kids to watch and play with their favorite characters -- whether the TV is on or off," said Matt Bousquette, President, Mattel, Inc. "This is the kind of toy that really satisfies today's kid because it not only enhances the viewing experience of the show, it actually pulls the child into the storyline in an imaginative as well as interactive way. It's the next generation toy for a new generation kid."
"Batman has long been known for his cutting-edge gadgets and we think these high tech toys perfectly fit the tradition of the Dark Knight," said Dan Romanelli, President, Warner Bros. Worldwide Consumer Products. "With Mattel and VEIL, we are creating products that deliver a real interactive play experience and create a true extension of the entertainment content."
The VEIL encoding technology will be featured exclusively for children's toys as part of "The Batman" animated series, which will debut first on Kids' WB! this Fall 2004 and later on Cartoon Network.
"More than any other superhero, Batman is known for the crime-fighting technology he utilizes in his mission to keep Gotham safe from all manner of evil-doers," said Sander Schwartz, President, Warner Bros. Animation. "From the tech-filled Batcave to the Batmobile, from the Bat-Jet to the Baterang, Batman's use of next-generation technology has always been front and center. It's only fitting that his new show, 'The Batman,' should be the first animated series to employ VEIL's technology to create a one-of-a-kind experience for Batman's vast audience."
Each episode of Warner Bros. Animation's fall 2004 "The Batman" animated series will be encoded using VEIL technology, an invisible data stream embedded in the video picture that is transmitted to and received by the removable module with LCD screen. The module is the component that brings the Batman action figure and Batmobile to life.
While watching the show, the toys can be activated to receive the encoded signal. After the signal is received, engine graphics, diagnostics, gadgets, story line background from the show, character information, power-ups, and more, are activated within the toys. In addition, when the show is on, the Batman action figure and the Batmobile vehicle recognize the show's signal and "come to life" and react with lights, motion, and sound.
"We are very excited that Warner Bros. Consumer Products and Mattel have chosen VEIL as a means to link content with toys -- and Batman is the ideal property to launch the technology," said Edward J. "Ted" Koplar, President and CEO, VEIL Interactive Technologies. "In this technologically advanced age, being able to create a new experience for the viewer is unique. The toys are incredible and will allow every day to become a new play experience for children."
The Batwave Batman Action Figure will come to life when in line of sight of the television when the series airs, popping up wings on the backpack and causing the figure's Batwave chest emblem to light up. A removable module with LCD screen and buttons will allow viewers to download items and power ups from the show, as well as figure-based games and a number of phrases while watching the show. The backpack module can be used to activate a spring-loaded Batarang and LED in the gauntlet, as well as a selection of downloaded weapon sounds.
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