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Money & Company

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

By Andrea ChangStaff Writer 
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NEW YORK -- Zhu Zhu Pets, move over: An iPod Touch-like toy for preschoolers could become the holiday season’s hottest new toy.

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.

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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

Money & Company
Andrea Chang

Andrea Chang is a wealth reporter for the Los Angeles Times. She was previously a Column One editor, the deputy Food editor and an assistant Business editor, and has covered beats including technology and retail. Chang joined the paper in 2007 after graduating from the Medill School of Journalism at Northwestern University. She grew up in Cupertino, Calif.

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