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The Fisher-Price iXL is demonstrated during Toy Fair 2010 at the Javits Center in New York, Monday, Feb. 15, 2010. The iXL children's interactive device was chosen by Robert Eckert, Mattel chief executive officer, as his personal pick for the hottest toy of the 2010 holiday season.
The Fisher-Price iXL is demonstrated during Toy Fair 2010 at the Javits Center in New York, Monday, Feb. 15, 2010. The iXL children’s interactive device was chosen by Robert Eckert, Mattel chief executive officer, as his personal pick for the hottest toy of the 2010 holiday season.
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Getting your player ready...

For two years, Fisher-Price designers and engineers have been keeping tabs on Apple and attending technology-industry events such as the Consumer Electronics Show. The result is the iXL, an iPadlike device for 3- to 6-year-olds that combines a photo album, electronic book reader, music player, notebook, art studio and game player.

Fisher-Price, a unit of Mattel, will unveil the $79.99 device to retailers this weekend at the Toy Fair in New York and to the public in July.

“Kids like to emulate what they see in the larger world and especially what they see older siblings or parents doing,” said Sean McGowan, a toy-industry analyst at Needham & Co. in New York. The Associated Press; AP photo

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