Toy manufacturer Mattel is showcasing its interactive Apptivity line at Westfield London shopping centre with a giant iPad.
Children will be able to step onto the giant tablet and become a Hot Wheels Apptivity car by moving around the iPad and looking at the big screen in front of them.
“This is just the first element of a highly strategic marketing programme that will bring the Apptivity collection to life across a number of communication channels including TV, digital, social media and viral video,” said Mattel’s boys marketing manager Jonathan Kirkley.
There will be more manageable sized demo iPads on hand with Hot Wheels cars and Batman action figures to play around with.
Mattel's giant iPad will only be set until 8pm tonight (August 21st) at Westfield London.
Want to receive up-to-the-minute tech news straight to your inbox? Then click here to sign up for the completely free PCR Daily Digest and Newsflash email services. You can also follow PCR on Twitter and Facebook.