CES: Mattel Revamps Web Sites and Launches Digital Toys

Digital toys and Web sites for kids have had a mixed history. But the future is so full of techno-savvy kids that toy makers are finding they have no choice but to move into the digital realm by providing better online entertainment, as well as digital toys in the physical world.

Mattel (MAT) is going to do that by making its first full-scale appearance on the show floor of the International Consumer Electronics Show, which features a Kids@Play Summit this week in Las Vegas. Among the moves Mattel is announcing is a complete revamping of its online strategy, which will now target everyone from small kids to adults to bring out the “kid in all of us.”

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