The Kids@Play Summit has been bustling with activity at CES and toy giant Mattel chose the venue to announce an aggressive online initiative called Mattel Digital Network.

Headed up by Mattel GM and SVP Chuck Scothon, it’ll be a new online destination for kids and families constructed around Mattel’s observations and experiences on how kids play. MDN differs from Mattel’s previous brand website platform online strategy as it transforms into an interactive programming and content provider.

Phase one includes providing age-appropriate safe experiences and content taking kids’ gender, interests and level of active participation into account. There will also be online tools to help fans of each brand, from Barbie to Hot Wheels, interact and find product information.

Products introduced at CES this week that incorporate Mattel’s new digital strategy include the Mindflex, which measures brainwave activity to move a ball through an obstacle course, and the Barbie Digital Nail Printer, allowing girls to print custom designs directly onto their nails.