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Toy Fair 2010: Mattel CEO names iXL hottest toy for next Christmas

February 15, 2010 |  8:35 pm

NEW YORK -- Zhu Zhu Pets, move over: An iPod Touch-like toy for preschoolers could become the holiday season's hottest new toy.IXL

At the American International Toy Fair in New York on Monday, Mattel Inc. Chief Executive Robert Eckert singled out the iXL electronic device as his toy pick for Christmas.

The toy, made by the El Segundo company's Fisher-Price division, is a portable hand-held device for kids 3 and up that features six applications: Story Book, Game Player, Music Player, Note Book, Art Studio and Photo Album. It is scheduled to be released this summer for $79.99.

“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,” Eckert said.

-- Andrea Chang

Photo: The iXL hand-held electronic toy for preschoolers will be released this summer. Credit: Mattel