Hasbro, the toy manufaturer, is launching a Playskool-branded MP3 player that will be aimed at pre-school children. It is being developed in a joint venture with digital entertainment company Creative Labs.
The music player will be launched next month as part of the Made for Me range, which will include two other products at launch. It will come with songs already installed but other tracks can be added to the player either from CDs or as internet downloads.
Playskool senior brand manager Nancy Kufferman says: “The Playskool Made for Me line is about delivering a unique system of toys and gear that resonate with new parents. These parents are primarily Generation X and Y, and technology is typically a big part of their world. They not only embrace new technology, but they seek out ways to maximise its potential.”