Mattel alters toy marketing strategy, uses online game to offset TV erosion

On the eve of the kids TV advertising upfront, toy maker Mattel announced plans to market its new BattleX toy line largely on the basis of an online game, as well as a series of animations produced and hosted by online game producer www.Shockwave.com.

The game, which hit stores earlier this month, features the toys, which are futuristic combat vehicles that battle in a competitive arena setting. Players can upgrade their vehicles' weapons, fight other contestants, and participate in bonus rounds. The play of the computer game closely matches the play of the physical toy, said Doug Wadleigh, the vice president of marketing for Hot Wheels.

The strategy is a telling one, because marketers like Mattel historically have launched new toy lines primarily on the basis of heavy TV advertising schedules.

In addition to the online game, Shockwave also produced a series of four brief animations that tell the back-story of the video game and toys, and feature a young BattleX pilot struggling to make it in the futuristic sport. In addition to being available on the Web sites, the game and the animations are also available in DVD-format packaged with the toy itself.

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