The watch's screen will be made of plastic and it will run on solar energy, making it less likely to malfunction or run out of power in a tense scenario.
Another formidable competitor is Swatch Group, better known for the cheap plastic watches that helped save Switzerland when the quartz revolution looked as if it would relocate the entire watch industry to the Far East.
Girls from 3 to 5 can watch a newly released Fairytopia video and then buy dolls dressed as characters from the movie and plastic replicas of the sets.