Microsoft Expands ActiMates Learning System with Arthur and D.W.

Strategic Insights -

Microsoft is set to unveil its new learning system characters, Arthur and D.W., at the upcoming Toy Fair in New York on February 9, 1998. The new characters join preschool star Barney, who made his debut last year as the first ActiMates plush character. Arthur and D.W. are designed for children aged 4 to 8 and feature technological advancements, interactive games, and expansion vocabularies, making them the perfect learning partners for kids.

Key Takeaways:

  • The ActiMates learning system is a convergence product linking a toy with both the PC and television, enabling interactive learning experiences for children.
  • Arthur and D.W. feature new capabilities such as interactivity with the Internet on the official "Arthur" Web site, age-appropriate games, a greatly expanded vocabulary, and original CD-ROM software.
  • The characters will include three components: a standalone plush character, a TV Pack with RF transmitter, and a PC Pack, each sold separately, with estimated retail prices ranging from $109.95 to $54.95.
  • The ActiMates characters will have a vocabulary of more than 4,000 words each, increasing to 5,000 words each with the TV Pack, and to over 10,000 words with the PC Pack.
  • The system has been developed with educational leaders, including learning specialists and experts in technology and electronic learning.
  • Arthur and D.W. will be available through leading toy, mass merchant, consumer electronic, and computer stores beginning in September 1998, with an estimated retail price of $109.95 each.
  • Microsoft has licensed the ActiMates characters from Lindberg Licensing and Promotion Inc. and developed ActiMates Interactive Barney under license from The Lyons Group.
  • The ActiMates learning system has won several prestigious awards, including the National Parenting Center's Seal of Approval and the National Parenting Publication Awards Gold Seal Award.

Statistics:

  • Over 11 million viewers per week watch the PBS show "Arthur," which is the top-rated program among kids aged 2 to 11.
  • ActiMates was one of the best-selling products of the holiday season following its debut last summer.
  • The system has received several prestigious awards, including the National Parenting Center's Seal of Approval, a Platinum Award from the Oppenheim Toy Portfolio, and the National Parenting Publication Awards Gold Seal Award.
  • The estimated retail price for the ActiMates TV Pack and PC Pack is $54.95 each, and the estimated retail price for additional PC software titles is approximately $34.95.

Sources:

  • Microsoft Corp.
  • PR Newswire
  • National Parenting Center
  • Oppenheim Toy Portfolio
  • National Parenting Publication Awards
  • ComputED Learning Lab
  • COMPUTERTOTS