The big draw for me at Mattel was the new Avatar toys. Technically, all the Avatar toys are under Fisher-Price. The reason for this is because all Nick shows fall under the jurisdiction of FP. Since Avatar is a Nick show, it falls under the jurisdiction of Fisher-Price.

Mattel had surprisingly few Avatar toys on display at toy fair. No toys were on hand that gave away any kind of spoilers for season three. They did say that there would be 18 figures released as part of this wave, and that there would be a Katara figure. Unfortunately, Katara is the only female figure slated for the line.

In addition to the basic figures, there are some other cool things planned for the line. First up are the Animal Armor Deluxe Figures. These figures have armor based on spirit animals of the avatar world. These armors do NOT appear in the show, they are only in toy form. Included in this line are:

• Dragon Armor Aang
• Rhino Armor Zuko
• Wolf Armor Sokka

Next up we have these things called Battle launchers. Essentially what they are is launchers that you strap to your arms and you can launch either Aang or Zuko from. Those, along with their associated animals, will fly across the room at the flick of a button. Momo and the Fire Hawk will feature spiral flying action. Included are:

• Aang & Momo
• Zuko & Fire Hawk

Finally, now in stores is a roleplay set called Aang’s Waterbending Blaster. In this set you get an arm blaster that can shoot either squirts of water or small projectiles with suction cup tips. Also included is an avatar mask.

While I applaud Mattel for bringing Avatar toys to market, I still don't understand why they continue to focus this line solely to boys. The PR people at Mattel said that "Girls don't typically buy action figures" and that female figures don't sell as well. It shows me that they clearly have not looked carefully at the demographics of who watches this show. Half of the cast is female, and the show features positive female role models. Both my girls, as well as my wife, love this show. I think Mattel is stuck behind the times here. The notion that only boys like this and only girls like that is very old-fashioned. Mattel should take the lead here and extend the reach of the Avatar brand to target both boys and girls. Mattel should be breaking molds instead of enforcing stereotypes.

Regardless, I am glad I have any Avatar figures at all, but how cool would figures of Toph, Azula and the Kyoshi Warriors be?

Think about it Mattel.