With Comic-Con currently underway in San Diego, Mattel has unveiled its action figure line based on James Cameron and Twentieth Century Fox’s upcoming flick, Avatar, but that’s not all.

The line, developed with Fox Licensing, will incorporate AR for the first time in a retail toy product. Each item – action figures and vehicles – will be packaged with a 3-D web tag called i-TAG. Consumers then use a home computer webcam to ‘scan’ the tag, which will then lead to special content on screen that’s unique to the corresponding product. i-TAGs for deluxe figures, meanwhile, will reveal animated 3-D models that come to life on-screen. Placing two i-TAGs from a Battle Pack together will get the 3-D images interacting with each other.

AR company Total Immersion developed the patented i-TAG tech. Mattel’s toys hit retail shelves nationwide this October, in the lead-up to the December release of the film.