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Mattel Knows How Today's Kids Play - From Imaginative, Unstructured Play to Get-Up-and-Go, Active Play to Techno-Inspired, Interactive Play

… UP AND PLAY!

Tapping into ways to make physical activity fun for kids, Mattel has several toys to get kids' hearts beating and imaginations reeling. In 2007, we take Hot Wheels® speed, power and performance to the next level -- inspiring kids with a little healthy competition to "Beat That®" with a full line of outdoor-friendly, performance-inspired toys, including the Hot Wheels® Racing Timer, Hot Wheels® Electronic Speed Meter* and Hot Wheels® V-rroom™ toys. Radica:®: games also get kids off the couch and onto the "field" -- in the living room that is -- with Play TV® MLB™ Baseball and Play TV® Football 2™. Kids can actually play as their favorite sports stars, swinging bats, hurling pitches and throwing the long pass. And, this year girls will take flight outdoors with Polly Pocket™ Stylin' Flyers™ Sets. Finally, even the little ones will get physical with the brand new, active-inspired offering from Fisher-Pr ice® including the Smart Cycle™, a stationary plug & play bike that lets kids pedal and steer while playing fun games, and the Go Baby Go Stride to Ride™ Lion, a fun walker that encourages first steps while providing developmental benefits.

UNSTRUCTURED PLAY ... BASIC TOYS AND CLASSIC FAVORITES DELIVER IMPORTANT DEVELOPMENTAL EXPERIENCES

With all the "over-scheduled" days today's kids face, a little imaginative, "sit-on-the-carpet-and-play" …

…those found in Big Fish Games' best-selling title, Mystery Case Files: Huntsville. The new game can be played for free at http://atlantis.bigfishgames.com/ .

This new medium combines the addictive and entertaining nature of casual puzzle games with the promotion of premium content from major movie studios. "FlipFlopFoto ads draw people in and keep their focus on the promoted movie content for periods exceeding 15 minutes per movie trailer," said Steve Udd, Director of Advertising at Big Fish Games. "Unlike other ambient in-game ad programs, the campaign content is the focus of the game."

Big Fish Games has applied for a patent for the innovative FlipFlopFoto puzzle, which takes advantage of the latest state of the art rich media technology to deliver advertising messages to millions of Internet users in a unique and entertaining way.

"We're very excited to be partnering with Big Fish Games for this campaign," said Carmelo Pirrone, Senior Vice President, Marketing, for Sony Pictures Classics. "Our goal was to simultaneously entertain and engage our audience, and this memorable and fun method of delivery does just that."

Sony Pictures Classics is sponsoring a free weekend on Big Fish Games' Atlantis Online Community ( http://atlantis.bigfishgames.com/ ) to take place April 7-9. During this time, premium features normally reserved…

…craze that has swept Asia since the 1990s and hit Vietnam about a year ago, Hanoi this month unveiled an ordinance to restrict the hours per day fans can spend in the make-believe world.

Vo Lam and other versions of what is known as 'multiple massive online role playing games' (MMORPG) in the jargon of the booming industry have taken Vietnam by storm since June 2005.

Cyber cafes have mushroomed and filled with school children who immerse themselves for hours a day in the interactive games, assuming characters that fight, chat, and even marry each other.

"Now I have friends all over the country," 15-year-old Truong Khanh Hoang, school bag slung across his back, said during one of his daily three-hour gaming sessions. "At school, it's the first thing we talk about."

It's not just kids who have gone mad over Vo Lam.

"What I love is becoming somebody else -- sometimes a hero, sometimes a traitor. I can even try to kill my wife," said a 37-year-old man, asking not be named for fear of marital reprisals. …

…compared to 22% of men. Women also play for longer stretches, with 43% saying their casual games sessions typically last an hour or more, compared to 31% of men. "Women tend to be more in touch with their feelings and more introspective than men, generally speaking, so it's logical that when they're feeling stressed women would seek out some sort of remedy such as playing casual computer games," said Dr. Arinoldo.

The reasons for playing casual games also varied between men and women: when asked to choose the most important reasons for playing, 44% of women included "stress relief" among their choices, compared to 33% of men. In addition 17% of women chose "entertainment" as a reason for playing compared to 24% of men. Finally, the types of casual games enjoyed by each gender were significantly different: while men chose more game genres and identified simple sports, war, role-playing and other simulations between 14% and 18% of the time, women cited those genres only 1% to 9% of the time (including 1% of women choosing "war/combat" games, compared to 18% of men). Women named "puzzle" (87%), "word games" (66%) "arcade" (60%) and "card games" (53%) as their top genres, compared to 79%, 47%, 62% and 45% of men choosing those respective genres.

Survey Methodology

This…



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