Warner Bros. Consumer Products announced a new series of interactive Batman figures, which will react in a variety of ways when exposed to light from a television set during the new The Batman animated series set to debut on the Kids' WB this coming fall (see 'A New Animated Batman Series for the WB'). Mattel is producing the new Batman toys, which contain VEIL (Video Encoded Invisible Light) components that react to cues from broadcast TV series. Since Batman is known for his use of cutting edge gadgets, it is perhaps only fitting that Batman toys are the first mass market releases to make use of this technology.
Ironically the Federal Communications long ago ruled that children's TV shows such as the Batman series cannot feature commercials for Batman toys; but with this new technology, instead of the TV series inspiring kids to buy the toys, the toys may well end up inspiring kids to watch the TV series so that the lights on their Batmobile will flash at the appropriate moment and the Batwave emblem on Batman's chest lights up.
Only three Batman interactive toys are planned for 2004, and as one might suspect with new technology, they are rather expensive. The Batwave Communicator has a suggested retail of $32.99. When activated and placed in the line of sight of the television the Communicator's LCD screen shows engine graphics, engine diagnostics, and weapons systems and it also allows the child to unlock different vehicle and figure-based games by watching the show.
The Batwave Batman Action Figure comes to life when the show is on, as the wings on his backpack pop up, his chest emblem lights up, and, at the appropriate time, it can play a variety of downloaded weapon sounds. The Batwave Batman Action Figure has a suggested retail of $38.99.
Even more expensive is the Batwave Batmobile with Handheld Device, which has a price tag of $51.99. The LCD module can be removed from either the Batman action figure or the Batmobile.
The high price tags on these toys may hold sales down, but in the future, if kids respond to this kind of TV-based 'interactive play,' the price will likely come down.
