Even Toys "R" Us is delaying opening one of the biggest toy stores in the world on Times Square in New York.
Win a game in the virtual world, for instance, and the toy gains a new functionality in the real world.
You can also build in the toy box world, which means players will only be limited by their own imagination (and time and commitment to building in video game worlds).
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If we had all the money in the world, we'd still want a toy in the garage, a sort of stealth sports car we could knock about in fast and hard--then park it on the street without fear.
As a kid in the early 1950s, he pedaled around in a toy replica of a World War II jeep.
Mr Curtin said he had spent his entire childhood building with the toy construction material and was excited to have the "largest set in the world".
Hours earlier, Fifi was sound asleep in her crate, a red rabbit stuffed toy at her paws, looking like the most docile dog in the world.
Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world.
But the firm also sees how the spread of the turbocharged competition is boosting the popularity of the toy, which has sold an estimated 350 million units since it was introduced to the world in 1980.
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Within the clubby world of toy manufacturers, which stretches from the office blocks of east Tsim Sha Tsui in Hong Kong to the factories over the border, Smart Union was seen as one of the winners, a trusted manufacturer with none of the quality problems that came to terrify the buyers of Chinese products.
Mattel, the world's largest toy maker, employs some 600 toy designers in southern California.
That's what Forbes.com has been doing for nearly two years: Starting in 2005, our "Executive Toy Box" has looked at the favorite toys and tools of some of the world's leading technology executives.
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