Fisher Price’s iXL

Fisher Price debuted it’s iXL ( pronounced i excel) at the 2010 New York Toy Fair. The product will be available in June for $80 and is an educational touch screen game for preschoolers. Robert Eckert, Chief Executive Officer of Mattel, Inc., chose the toy as his personal pick for the hottest toy of 2010.

“At Mattel, each year we create thousands of new toys – everything from our beloved classic brands like Barbie®, Hot Wheels® and Fisher-Price, to new favorites that are sure to spur kids’ imaginations for years to come,” said Eckert. “But of all the toys we introduced at Toy Fair this year, I have my own personal favorite – iXL, the new Fisher-Price multi-tech, six-in-one smart device for preschoolers.”

iXL Learning System is a child’s portable window to a whole new world of learning and entertainment with six great applications: Story Book, Game Player, Note Book, Art Studio, Music Player and Photo Album. iXL, which is PC and MAC compatible, features an SD card slot for expanded memory and comes with a USB cord to connect to the computer. A software management CD enables users to add their own photos and songs (MP3s and WMAs). iXL can also store multiple software titles, songs and pictures with no cartridges needed. iXL will be available in July 2010 for approximately $79.99; licensed software CDs will also be available, sold separately for $24.99.

“We have invested more research and development dollars into iXL than any other product in our 2010 Fisher-Price product line and it definitely shows,” commented Eckert. “We could not be happier with the product and the overwhelming response it’s already received at Toy Fair.”