Hasbro, Inc.’s Tiger Electronics, developer of tech toys for kids, unveils VIDEO NOW, the first-ever kid friendly, portable and affordable personal video player.

For approximately $50, kids this fall can have their very own VideoNow personal video player to take with them anytime, anywhere. The VideoNow proprietary video discs — to be available for approximately $7.99 each and $14.99 for three-packs — will offer the hottest names in children’s entertainment, including Sponge Bob Square Pants, Jimmy Neutron, Fairly Odd Parents, and more. Importantly, each VideoNow disc will play a full episode — up to 30 minutes of programming per VideoNow disc.

“When it comes to VideoNow, I have one question — what kid WON’T want one?” said Jim Silver, co-publisher of Toy Wishes Magazine. “The affordable price could easily result in multiple VideoNow purchases within families.”

“One of our key objectives for the Tiger Electronics brand is creating great product that will bring tweens back to the toy aisle,” said Brian Goldner, Hasbro’s President, U.S. Toys. “We believe that VIDEO NOW — both the technology and the content — will appeal to that more elusive, older range of kids, and to their younger siblings as well.”

“VideoNow puts great technology and an incredibly innovative, new form of entertainment right into kids hands, whenever they want and wherever they go,” said Steve Youngwood, Vice President, Media Products, Nickelodeon. “Nickelodeon is thrilled to be part of the VideoNow launch, which gives kids an exciting new way to access and interact with the Nickelodeon shows and characters that kids love.”

“Tiger has a history of great products in electronic entertainment for kids,” said Jim Feldt, President of Merchandising and Marketing for Toys ‘R Us. “VideoNow is a first-of-its-kind for kids, the product is priced right and the content is top-notch.”