Toys integrated with augmented reality
By way of a 3-D web tag which can be scanned with any computer's webcam, the new toys are linked to an online world of content which makes them "come alive" in an entirely new way.
According to Mattel, each action figure, vehicle, and creature in their new Avatar toy lineup will come with a 3-D web tab called an i-TAG which can be scanned using any computer webcam. After doing so, special content unique to that product will be revealed onscreen. The content will vary by toy, but will include things like biographical information, additional images, and 3D animated models showing off the action figures' "engaging, evading, or defending moves." Even better, scanning two of the i-TAGs will reveal an onscreen
Source: readwriteweb.comAdded: 9 September 2009