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Mattel Aims New Personal Media Player at Kids

Kids will have another toy to nag their parents about when Mattel launches the Juice Box, a new handheld personal media player. The toy company is launching the device to give 8- to 12-year-olds an alternative to expensive portable devices such as iPods, Portable Media Centers, and portable DVD players. The device will be able to play prerecorded videos stored on removable flash-memory cards, show digital pictures, and play MP3 music. The device will be available in October for $69.99 in major retail stores. The company teamed with content providers including the Cartoon Network, WWE wrestling, Yu-Gi-Oh!, and 4Kids Entertainment to offer 30 video titles at launch, and these titles will cost $9.99 to $19.99. More than 70 titles will be available by the end of the year. The Juice Box will show video on a 240 x 160-pixel color LCD screen at 10fps. The unit will accept only proprietary video content but will allow the use of Secure Digital (SD) cards for MP3 playback

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