A 'Radica' Concept

Mattel is bringing the vinyl collectibles craze to the mainstream with its introduction this fall of the U.B. Funkeys, a line from its Radica division—aimed at tweens, both boys and girls—that combines miniature figures with an interactive gaming experience.

The Funkeys inhabit an elaborate virtual world. After purchasing and installing the $19.99 starter kit and game software, which easily fits into a PC's USB port, kids can collect 40 more characters in the initial wave for $4.99 each. Every character has its own look, personality and back story, and unlocks new zones in the world as well as new games. Kids can also earn in-game prizes with which to upgrade their experiences.

“U.B. Funkeys embodies the way kids play today—they love to collect and to play computer games, and now they can enjoy the best of both worlds,” says Jim Wagner, Radica's senior vice president.

Adds Mattel spokesperson Michele Sturdivant, the Funkeys are the first vinyls to incorporate a major online component; they were developed after research identified that both trends were gaining ground with kids. ”We thought that if there was a way to combine these two trends, then we could create a compelling product that would resonate with today's kids,” she tells Playthings. “Kids ... also want to be empowered to control their world. Plus, U.B. Funkeys offers a story line along with an element of exploration.” Radica will soon expand Funkeys with more zones, characters and features to keep kids playing and collecting, Sturdivant says. “We strive to keep things fresh, fun and innovative ... we hope [to provide] kids with an entirely new experience that they can call their own.”