Toy manufacturer Mattel has launched Apptivity, a range of interactive screen-safe toys and apps for the iPad.

First, customers buy one of the Apptivity toys, which draw on Mattels toy brands and licenses including Hot Wheels, Fisher Price, WWE, and Batman.

Next, they download the corresponding free app – which add popular games Cut the Rope and Fruit Ninja, and their own accompanying toys, into the mix – and then play by touching the toys to the Tablets screen.

“With millions of households now owning iPads, we sought out a meaningful way to create new play possibilities that both entertain and bring families together,” says Lisa McKnight, SVP of marketing for Mattels North America division. “Apptivity meets the needs of todays tech-savvy kids, while showcasing our trusted brands and best-in-class partners.”

The range of toys is currently being promoted with a giant iPad at Londons Westfield shopping centre, which is big enough to be played with by standing on it.