Mattel, Inc.

Ron Friedman

Gerry Cody

An improved toy system is disclosed herein. In one aspect, the toy system includes a toy vehicle that can be uniquely identified. The toy vehicle includes a wireless tag that contains identifying information that is unique to the toy vehicle. In another aspect, the system includes a toy vehicle reader that can identify a toy vehicle that is proximate to the reader. The toy vehicle reader can wirelessly communicate with the tag, and in particular with a chip on the tag, on the proximate toy vehicle. In one embodiment, the toy vehicle reader utilizes Near Field Communication (NFC) technology to read the tags on vehicles.

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Los Angeles, CA, United States of America

Ron Friedman