Must Have Game Uses Brain Power Literally

Knight Ridder/Tribune

Dec. 11--The must-have toy for the holiday season gives a whole new meaning to the phrase "mind games."

Mindflex, released in October, requires the player to wear a headset that touches the forehead and earlobes. Through the power of concentration, the headset "reads" the player's brain waves and transmits a signal to a fan within the game's console. The fan raises and lowers one of four balls as the player concentrates and relaxes.

Sara Cox, a Joplin parent, is looking to please both her daughter and son this season. Cox's son is interested in Nintendo games this year, but her daughter has added Mindflex to her wish list.

"She circled the game in a catalog," Cox said. "That's when I first heard of Mindflex. I don't know much about it, but it sounds like something I would consider if I can find it."

Sara Rosales, a spokesperson for Mattel, said the game uses electroencephalographic technology, which is used by doctors to measure electrical activity of the brain.

"The headset picks up brain waves and reads them," Rosales said. "But the game doesn't send anything back to the brain."

The video game market has used the same technology in the past, but hasn't received as much excitement as Mindflex.

"I think all kids imagine levitating things with their mind," said Rosales. "It's a fun game that requires concentration."

Mindflex also comes with three ring towers, five rings, two maze cages, two wall panels, four shelf panels, a funnel, a cannon, a teeter-totter and a propeller wheel. All of the accessories are for the player to create an obstacle course in order to maneuver the ball with his brain.

Despite the game's price tag near $80, Mindflex is sold out at local retailers such as Wal-Mart, Toys R Us and Target, as well as their Web sites. Rosales said the game is "selling like hotcakes," and that groups such as the Consumer Electronics Association give it a thumbs up.

If stores don't have Mindflex, consumers can always turn to Web sites such as Amazon or eBay. But buyers beware: Mindflex's price ranges from $160 to $200 or more on those sites.

The Mindflex success, however, is not much of a surprise for Mattel.

"We do our homework (when developing toys)," Rosales said. "We test them with kids and talk to parents. We thought it would go over well."

Mindflex is a gender neutral game and also appeals to many ages.

"The game says it's for ages 8 and up," said Rosales. "But in all honesty, it's appealing to a wide audience. An 8- to 11-year-old may love Mindflex as well as young adults."

Other must-haves

Mindflex isn't the only must-have of the year. Some other toys, which children may tell parents that their very survival depends on the obtaining of them, include:

--Zhu Zhu pets, which cost about $10 (not including accessories). Zhu Zhu pets are robotic hamsters that appear to navigate their habitats (sold separately) just like a real hamster. The hamsters can make more than 40 noises and come in varying colors such as yellow, gray, brown and white.

Controversy surrounding Zhu Zhu pets was resolved recently after it was discovered they are not contaminated with antimony, a metallic element that can cause heart and lung problems.

According to the Associated Press, a consumer group, GoodGuide, originally raised the concerns after finding antimony in a model of the robotic hamsters. But the U.S. Consumer Product Safety Commission declared the toy safe, after discovering that GoodGuide used an incorrect testing method. CPSC tests how much heavy metal would seep out of a toy if a child sucked or swallowed it.

--Nintendo DS and Wii games, designed for the portable Nintendo DS and Nintendo Wii video game console, which range from $20 to $40. Those systems continue to sell well, and a recent price drop of the Wii from $249 to $199 keeps it in competition with the Playstation3 and Xbox 360.

--The Easy Bake Oven, which costs about $30, is also making a come back this year. Designed to resemble a microwave oven, the Easy Bake Oven bakes small, round cakes.

--Nerf guns, plastic guns that shoot foam darts, range from $20 to $35. Nerf guns come in many different models, such as the Raider CS-35. Others are sold in dueling battle packs and come with safety glasses.

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Copyright 2012 by Knight Ridder/Tribune