Mattel's Avatar Toys Unveiled at San Diego Comic-Con

James Cameron's Avatar seems to be one of the biggest showcase events at the San Diego Comic-Con. With big models in place to catch the attention of all fan boys and gals, the Avatar display turns everyone's head for good reason: who can resist looking at a full-size prop of an "Amp Suit"? The answer is "no one."

Dozens have been seen flocking to the Mattel booth to snap pictures of the Avatar toy line, as the figures displayed offer glimpses of the several characters in the film, as well as the Na'vi creatures. Additionally, collectors are excited over how the toy line incorporates augmented reality technology, marking the first time this technology will ever appear in a retail toy product.

Each action figure, vehicle and creature in the product line comes with a 3-D web tag, called an i-TAG, which people can "scan" using a home computer's webcam. Scanning the i-TAG will reveal special content onscreen unique to the corresponding product. Exact content varies for each item, but could include biographical information, additional images and animated models of the figures. When the i-TAG for deluxe figures, vehicles, or creatures are placed under a webcam, animated 3-D models will "come alive" through engaging, evading, or defending moves. Place two i-TAGs from the "Battle Pack" together and the 3-D images will interact with each other!

Lora Cohn, Vice President, Fox Licensing has said, "This is going to be a ground-breaking moment for both film and toys with the introduction of one the most innovative 3-D experiences ever conceived. Mattel has created the perfect complement to a film that is going to wow audiences the world over with its bold new vision."

In addition to unveiling Mattel's upcoming toy line based on the James Cameron film, the booth is where folks are learning news that an Avatar panel at the show will be the first venue for film footage released to the public. The line for this screening is sure to dwarf a line for U2 tickets, as the new epic action-adventure film from Twentieth Century Fox is set for release in December 2009.

The Mattel line of Avatar action figures, creatures, and vehicles will be available at retail stores nationwide in October 2009.