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A theta whack to the side of the head

This year at the C.E.S. 2009, the one toy that grabbed everyone’s attention was a game from Mattel that challenges players to control a ping-pong ball with their minds.

Aptly called Mindflex, it is designed to read theta brainwaves, typically associated with alertness and concentration to enable control of the ping pong ball.


Mindflex: Brain-controlled Neuro-Toy
A player straps on a headset that is designed to read theta brainwaves, typically associated with alertness and concentration. By focusing or relaxing, the player can control the speed of a fan that elevates a lightweight purple ball, and then must try to turn a knob by hand to guide the ball through various hoops in an obstacle course.[From BITS at NYTimes.comMattel Channels Obi-Wan: “Stretch Out With Your Feelings” by Brad Stone.]

Endgadget has an interesting video review via viddler.com. Check that out for a clearer idea of what the Mind Flex does.

Mindflex will hit the stores this fall and retails for $80. Put that on your Christmas 2009 list. It’ll come handy.

[via Neuromarketing]

#mindflex #neuromarketing #observed #toys

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