Hasbro to Bring 3D to iPhone, iPod

Toy maker Hasbro is developing a device that will enable 3D gaming on theiPhone and iPod Touch, to launch in early 2011 for $30.

The Hasbro My3D is a handheld device that looks like a pair of binoculars that attaches to an iPhone or iPod Touch to provide 3D imagery. The gadget enables 360-degree gaming, as well as travel and entertainment video options.

"The My3D platform combines proprietary 3D technology with unique 360 degree content and leverages the popularity of the iPhone and iPod Touch to deliver premium entertainment in immersive, 'larger than life' 3D anytime, anywhere," the company said in a statement.

Content for My3D will be sold exclusively through the Apple App Store, and the toy company said it is already working on content partnerships with DreamWorks Animation, as well as an upcoming 3D joint venture between Discovery, Sony, and IMAX.

Hasbro is also working with the Los Angeles Convention and Vistors Bureau to create virtual travel experiences that include visits to the Wax Museum and the Santa Monica Pier.

Other apps and games are being developed as well, including a virtual deep sea experience where users can explore coral reefs or play a shark while learning about sea life. Content is being designed for all ages, the company said.

"The idea of being able to be somewhere in Los Angeles, in this 360-degree environment, to be in the shark tank, to be able to swim with the fish and chase after the fish," said Brian Goldner, president and CEO of Hasbro. "These are really breakthrough immersive experiences."

Hasbro said it received guidance from Apple during the development process.

Analysts see great potential for the device, with more than 125 million iPhone and iPod Touch units shipping since their release, but see conent as a major hurdle in its success. By bringing the 3D experience to iPhones and iPods, Hasbro opens up a whole new level of entertainment and learning for smartphones and other mobile devices.

mobiledia