EAST AURORA, N.Y., Jan. 7, 2013 /PRNewswire/ -- In today's tech-savvy world, it's no surprise that children bring technology and traditional play together seamlessly throughout their day. Fisher-Price has observed this first-hand in its Play Lab and has developed a brand new line of Apptivity products that bring a whole new level of interactivity, learning and imagination to children to create larger-than-life play experiences.

Infants can connect with their favorite Laugh & Learn™ characters with the Laugh & Learn™ Apptivity™ Storybook Reader. The Storybook Reader is a "case with benefits," because moms (and dads) can protect their iPhone® or iPod touch® from dribble and drool while their baby enjoys engaging content, "turning the page" of the book or swiping the screen – just like mom and dad would do – to advance the content. The Laugh & Learn Apptivity Storybook Reader is available now at retail stores. Laugh & Learn Apptivity Storybook apps, including Storybook Rhymes Volume I, II and II, are available for free from the App Store(SM) on iPhone and iPod touch or at www.itunes.com/appstore. Product and apps compatible with iPhone 3GS, 4 & 4S and iPod touch 4th generation, and apps also compatible with iPhone 5.

Other Fisher-Price Apptivity products made for iPad® will launch in Fall 2013, including the Laugh & Learn™ Apptivity™ Creation Center, Little People® Apptivity™ Barnyard, Imaginext® Apptivity™ Fortress, and Create & Learn Case.

Through its own research, Fisher-Price has found that moms feel positive about the developmental benefits this new play affords in the areas of imagination and creativity, especially when they know their device is protected. In fact, the company's apps have been downloaded more than 7 million times. In addition, children under age twelve represent the fastest growing segment of tablet users, providing a fertile landscape for sale of Apptivity products.

Apple electronic products not included.

Apple, iPhone, iPad, iPod touch and iTunes are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.

SOURCE Fisher-Price