Fisher-Price, a unit of number one toy maker Mattel, is teaming up with publisher Scholastic on interactive DVD toys using classic children`s books.
The Read With Me DVD product is aimed at children three to seven years old and is designed to help with story comprehension and building vocabulary.
Kids will watch a special animated DVD version of classic books like Miss Spider`s Tea Party or Curious George Goes to a Chocolate Factory. The books-on-DVD format will give kids the option of playing games and interacting with the story, or just having the story read to them.
Other available titles include Alexander and the Terrible, Horrible, No Good, Very Bad Day and Chicka Chicka Boom Boom.
Fisher-Price will add five to 10 new titles each year.
"We have other educational things we are unveiling this year, but this is our lead new platform," Fisher-Price president Neil Friedman told Reuters.
Fisher-Price and Scholastic will unveil the new product at the American International Toy Fair in New York City later this month. The Read With Me DVD product will be available in mass market toy stores and in bookstores this fall.
In the item`s primary mode, words and illustrations of the books appear on the television screen as the story is read aloud to the child. At certain moments in the story, children are encouraged to stay and play on the page where they can learn the new words and respond to questions about the characters and story.
Putting the fun in fundamentals
"We are aware that children are spending time with media. If we want them to become good readers, we have to get them interested at a young age," said Deborah Forte, president of Scholastic Entertainment. "This will encourage book sales. It does not take away from reading. When kids see things on the TV that correspond to books, they read those books."
Each story also has three additional play modes that let kids read the story and play other games. Each DVD contains more than 100 interactive questions and activities.
The Read With Me DVD system will cost $34.99 and will come with one title and a kid-friendly wireless remote control. Additional titles will be sold separately for $14.95 each.
In 2003, Fisher-Price beefed up its presence in the educational toy category with the launch of PowerTouch, a laptop-shaped system that teaches reading and math skills. The company has since expanded its offering in that category each year. Last year, InteracTV, a DVD-based educational toy, was one of Fisher-Price`s most popular items.
The Read With Me DVD product will be advertised on television and in magazines.
Competition in the once sleepy educational toy category has grown since LeapFrog Enterprises introduced its LeapPad learning system and other toys a few years ago.
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