It makes sense for a toy manufacturer to look at Augmented Reality. It is known that some smartphone game Apps are very big profit makers for big toy companies. So why not embrace the rest of reality into your game? These developments will sell more smartphones, and lead to other 'serious' applications of AR to provide precise location-based information and interaction. A Place to watch:
Qualcomm Introduces Mobile Augmented Reality Platform and Software Development
KitMattel and Unity Technologies Demonstrate the Potential for Applications and Tools Based on Qualcomm’s Platform ... today unveiled plans to offer an augmented reality platform and software development kit (SDK) to enable a new generation of vision-based augmented reality applications. Initially available for Android devices, Qualcomm’s augmented reality platform will enable developers to build applications that merge reality and cyberspace. The SDK will be made available at no charge to developers for use in the development and distribution of commercial applications.
Mattel, Inc. (NASDAQ: MAT), a worldwide leader of toys and family products, is one of the first consumer products companies embracing augmented reality and has used Qualcomm’s SDK to bring the classic Rock ’Em Sock ’Em® game to life in a whole new way. an environment for augmented reality applications ... "
Update: More on the SDK for this application.