Will Wright, creator of The Sims and Spore, has revealed details of his new company's debut project.
Speaking to The LA Times, Wright revealed that he is working on a toy which he will take to the New York Toy Fair in February 2010 – where he will also give a talk entitled ‘The Evolution of Entertainment: A Toy's Place’.
However, the creation will “involve video games”, developed by Wright’s own Stupid Fun Club – the company he set up after leaving EA Games – which will contain “robotic elements”.
Wright said: "All of our projects have crossover elements. Even calling it a toy makes it too specific.”
The project will connect to the internet and utilise community elements.
Meanwhile, in an interview with VentureBeat, Wright revealed that Stupid Fun Club is also developing two new video games.