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More Tech in Toys... Dinos and Dogs

Boot Camp feature for Tuesday, February 26, 2008

More tech in toys…Dinosaurs and dogs. Bloomberg Boot Camp, a report on today's technology. It doesn't need to be walked….and instead of dog food…it will get by on a steady diet of D cell batteries…six at a time. Among the highlights of this year's Toy Fair in New York….was Hasbro's life-sized robotic golden retriever puppy…called Biscuit. It responds to voice commands….and touch….and will arrive this fall for about 180 dollars. Along the same lines…with much of the same technology…and battery consumption…is Kota the Triceratops. Hasbro chief operating officer Brian Goldner…

"We don't just look at technology. We really look at the consumer interaction and the play experience that we're trying to create. And that really is the watchword and goal across all of our brands. To create these immersive brand experiences where consumers can enjoy the product in the most simple play experience and yet experience the product anywhere and everywhere they are, in all the forms and formats. Whether it's the Monopoly board game or Monopoly as an online game or Monopoly as a cell phone game or as a console game, consumers now, starting in the fall of 2008, will be able to experience that brand, both from Hasbro and from Electronic Arts, our new partner, in all of those different forms and formats. To us, building that play experience through technology is not enough, it has to be real and based on consumer insights."

Hasbro's Brian Goldner, who is scheduled to take over as CEO of the toymaker this spring. Bloomberg Boot Camp, I'm Fred Fishkin.