Cut the Rope

Latest

  • Apple Arcade adds over 30 games and a 'greatest hits' section

    by 
    Jon Fingas
    Jon Fingas
    04.02.2021

    Apple Arcade has expanded to 180-plus games, including a mix of App Store classics like 'Monument Valley' and 'Fruit Ninja.'

  • Cut the Rope studio challenges King's 'candy' trademark in EU

    by 
    Jessica Conditt
    Jessica Conditt
    03.26.2014

    Cut the Rope studio ZeptoLab submitted an official claim against King's trademark on "candy" in the European Union, in an attempt to cancel the registration entirely. ZeptoLab submitted its claim on March 20 in London. "Candy is an integral part of the Cut the Rope franchise, and we do not support King.com trademarking and preventing others from using it," ZeptoLab CEO Misha Lyalin said in a press release. King is the company behind Candy Crush Saga, and it attempted to trademark the term "candy" in the US earlier this year. The US trademark was approved for publication in January, but following backlash from the public and the IGDA, King withdrew its application in February. At the time, King said, "This does not affect our EU trademark for Candy and we continue to take all appropriate steps to protect our IP." King's US trademark registration on the word "saga" was suspended in December.

  • Cut the Rope 2 perfects the art of having in-app purchases without being a jerk

    by 
    John-Michael Bond
    John-Michael Bond
    01.06.2014

    With the rise of freemium gameplay and in-app purchases comes the occasionally awkward growing pains of figuring out when profits hamper gameplay. At its worst, this trend has brought about the addict-taunting wait times between lives imposed by titles like Candy Crush. You either pay them or wait 30 minutes to play again, or move onto another game that doesn't nickel and dime you. Candy Crush is also the king of another vile new habit for mobile gaming; giving you single-use power-ups that can then only be earned again by purchasing more. There's no other way to earn them other than the power of the dollar. Thankfully, a recent title has reminded us that not all freemium games are born from gameplay-ruining profit motives. Some developers actually care about making their games fun first, and wildly profitably second. ZeptoLab, makers of the popular Cut the Rope series, is one such developer, and its solution to the payment-for-power-ups issue has warmed my heart. It brought me back to a game I enjoyed, but felt like I could never properly finish without opening my wallet. Every day, Cut the Rope 2 gives players the chance to win free power-ups. Immediately upon opening the app, you're presented with four butterflies and asked to pick the prettiest one. Depending on your choice, the game gives you between one and 10 of any given power-up. This gives you the opportunity to keep playing the game strategically using power-ups without paying more than the initial US$0.99. If you want to play like you're Richie Rich, throwing balloons and candy rain around all willy-nilly, you still have that option. This iOS-exclusive game is the first time we've seen such a reasonable compromise in the battle between profit and playability. We reached out to Semyon Voinov, co-founder and creative director of ZeptoLab to ask what inspired the company to take this approach to in-game purchases. "Mobile gaming is in a constant state of evolution and it's clear that free-to-play is the direction the market is headed. There's a balance between paid and free gaming that we're very mindful of, and we'll be using both models in our Cut the Rope and future games. But aside from that, what we're primarily focusing on is designing beautiful, fun and entertaining games that people will love. We designed Cut the Rope 2 so that you can enjoy it without having to pay for power-ups, and one element we added as a reward for regular play is the opportunity to earn free power-ups." That's a refreshing stance to hear from a developer, especially one whose last title was downloaded 400 million times. Cut the Rope 2 leaves a lot of potential money on the table in the name of being as fun as possible, and it's brought me back to the title day after day. It even inspired me to actually buy a needed power-up out of appreciation for not feeling milked. Voinov is right; freemium is the way of the future. Sadly it's too much to ask that every developer put gameplay above its bottom line. But with Cut the Rope 2, ZeptoLabs deserves special credit for paying attention to the desires of the people who play its games -- the latest update for the title allows players to access bonus levels without spending any power-ups. Instead, they can be unlocked by completing sub "missions" within the game's levels and collecting medals. It provides yet another option for players in a game that already rewards players for creative solutions. We can only hope that more developers try to emulate this customer-friendly approach to in-game purchases, or at least agree to not subject players to arbitrary time limits between levels.

  • Cut the Rope 2 comes out on December 19 exclusively for iOS

    by 
    John-Michael Bond
    John-Michael Bond
    12.13.2013

    Since its launch in 2010, Cut the Rope has been downloaded 400 million times. That's a staggering number of sliced ropes and eaten candy, and plenty of satisfied gamers. Well get your fingers ready to scissor some twine, because Cut the Rope 2 is exclusively hitting the iOS store on December 19. While our Android- and Windows Phone-using friends are subtly weeping over the news that they'll have to wait until sometime next year to play, let's take a look at what iOS users have to look forward to. The game will be US$0.99 and will allow users to interact with the series hero, Om, for the first time. Gameplay is spread across 120 levels with new gameplay elements, like helper characters called Nommies, helping along the way. The other versions of Cut the Rope are also getting new content. Cut the Rope: Time Travel players will get the Wild West and Future levels, either for free with three-star scores or via in-game purchase. Cut the Rope: Holiday Gift will be free on iOS devices. Finally, Cut the Rope: Experiments will be getting a new level pack called Bamboo Chutes at the end of the month. You can view the game's trailer below. We'll have a review of the game up next Thursday morning.

  • Cut the Rope 2 will debut before year's end

    by 
    Mike Wehner
    Mike Wehner
    09.27.2013

    If you've been following the various iterations of Cut the Rope over the past few years, you might have been wondering if developer ZeptoLab would ever treat us to a proper sequel. Well worry no more, as Cut the Rope 2 is now officially headed our way before the end of the year. According to a press release by ZeptoLab, the new title will "re-imagine the universe" of the previous titles, and yes, main character Om Nom is indeed featured prominently. Along with the announcement of the sequel, the company revealed that the several versions of Cut the Rope have topped 400 million downloads worldwide. According to ZeptoLab's estimates, players are now cutting ropes at a whopping 42,000 per minute. The company (curiously) didn't reveal what systems Cut the Rope 2 will debut for, but given that the original game made a name for itself on iOS, it's a good bet that iPhone and iPad owners will be able to cut the new ropes when the game debuts this holiday season.

  • Cut the Rope 2 severs ties this holiday season

    by 
    Danny Cowan
    Danny Cowan
    09.26.2013

    ZeptoLab will launch a fully fledged sequel to its mobile hit Cut the Rope this holiday season, the developer announced today. Cut the Rope star Om Nom has had a busy schedule over the last few years, following up his landmark 2010 debut with multiple expansions and appearances in the iOS and Android spinoff games Cut the Rope: Experiments and Cut the Rope: Time Travel. Collectively, the Cut the Rope games have been downloaded more than 400 million time worldwide. ZeptoLab adds that players have cut more than 60 billion ropes to date, and Om Nom has been fed more than 20 billion times. And yet, he still hungers. ZeptoLab did not announce its target platforms for Cut the Rope 2, but iOS and Android seem like a safe bet.

  • Daily iPhone App: Cut the Rope: Time Travel sends Om Nom through the centuries

    by 
    Mike Schramm
    Mike Schramm
    04.24.2013

    Cut the Rope is one of the most-downloaded apps on the App Store, and its developers, ZeptoLab, have made quite a character out of its lead, Om Nom. The series' latest incarnation is called Cut The Rope: Time Travel, and it's available on the App Store (in both iPhone and HD versions) right now. As you can tell by the title, Time Travel sends Om Nom through a crazy creation off into various time periods, and the biggest innovation in this game is instead of just feeding one candy to one creature, you have two pieces of candy to safeguard through the game's physics-based puzzles. Om Nom is joined by a period-specific friend in every level, and that friend also has some candy to eat. Additionally, every time period also offers new tools to play with, like chains that need to be cut a specific way, or a time-freezing tool you can use. One of Cut the Rope's charms is that it's always been very casual, and ZeptoLab's polish is on display here for sure. But I found some of these puzzles fairly hard, so I wouldn't be surprised if this one is a little bit tougher than the other Cut the Rope games. It's also interesting that while the first Cut the Rope was published by Chillingo, ZeptoLab has essentially abandoned that partnership, as they're self-publishing this game as well. That doesn't mean anything for the gameplay, but it is a fairly unique choice by ZeptoLab, as many developers that work with Chillingo stuck with the company. Aside from the game's publishing status, however, Cut the Rope: Time Travel is another excellent iteration of the popular series, offering plenty of new levels to explore, and another big helping of Om Nom's charm. ZeptoLab has doubled up the puzzle-based gameplay, and put together another sure winner for Cut the Rope fans. The iPhone version can be had for $.99, and the HD version is $2.99.

  • Cut the Rope: Time Travel lands on iOS, Android soon

    by 
    David Hinkle
    David Hinkle
    04.12.2013

    ZeptoLab is gearing up to launch the third entry in its Cut the Rope series soon, Cut the Rope: Time Travel. This latest adventure follows Om Nom, the critter with a craving for candy, as he gets sucked into a time machine and travels to various periods in time to presumably solve various physics-based puzzles to make it back. You know, that old chestnut.Cut the Rope: Time Travel will launch on iOS and Android simultaneously, though ZeptoLab tells Joystiq it's currently unsure of when exactly that will be. As far as how time travel will fit into the game, this is also a mystery.%Gallery-185389%

  • Cut the Rope now on Steam, discounted to $5

    by 
    David Hinkle
    David Hinkle
    03.23.2013

    Adorable puzzle game Cut the Rope is now on Steam for a trim $5, which is half off the regular asking price. This promotion will only last for the next week until March 29, at which point Valve will ... sew this terrible analogy back together. It'll get more expensive, okay?

  • Starbase Orion, Heroes and Castles, and Cut the Rope get big updates

    by 
    Mike Schramm
    Mike Schramm
    02.07.2013

    This week saw three big updates for excellent apps now available on iOS. Starbase Orion is the first one I'll mention -- it's a really great take on the "space 4X" genre (similar to Civilization or Master of Orion) that's instead designed to run on a touchscreen. The 1.1.8 update is a big one, not only celebrating the app's one-year anniversary, but also adding an all-new tutorial (to make the game a little more understandable early on), as well as lots and lots of tweaks to starbases, weapons and ships. Some of the tweaks actually increase costs rather than make the game easier, but hardcore strategy players probably won't mind that much. Starbase Orion is US$7.99, which may seem high, but it is a really impressive title especially for fans of turn-based management strategy. And if you already love the game and want to support it more, developer Chimera is currently running a Kickstarter to bring the title over to Android, PC and Mac. Foursaken's Heroes and Castles is a much newer app, but it's a just-as-exciting mix of tower defense and action. It's been updated to version 2, bringing in lots of bugfixes from the community, and adding a lot of new content: New heroes, new skins and two new modes -- one that will have you playing 1v1 against another player online, and a second that pits you on the side of evil, trying to bring down the towers you'd usually protect. Heroes and Castles is well worth the purchase if you haven't picked it up yet -- it's $1.99 right now. And finally, old favorite Cut the Rope has picked up another update in time for the Chinese New Year. The Lantern Box offers 25 new levels to play through, and a new flaming paper lantern element to play with. Just like all of Cut the Rope's other updates, this one is free, so go and grab it right now. It seems unlikely that you haven't bought the game already (since everyone has), but just in case, it's only 99 cents.

  • Daily iPhone App: Pudding Monsters brings Cut The Rope charm to a new franchise

    by 
    Mike Schramm
    Mike Schramm
    12.21.2012

    ZeptoLab is a Russian developer best known for their extremely popular iPhone game Cut The Rope, and its many spinoffs and other platform versions that have made their way out into the world. The company's latest game is Pudding Monsters, and while it's not a direct sequel to Cut the Rope, the new game is definitely heavily influenced by the old: This is a very cute puzzle game starring some charming monsters, and some simple physics mechanics that slowly stack up into more and more complex challenges. The cute monsters here are the Pudding Monsters, a globby group of eyeballs, basically, that scoot around a 2D plane when swiped, only stopping when they hit an obstacle or one of their friends. Any monsters that touch together fuse into a bigger monster, and then that monster slides around. On each plane, there are star spots that you need to align the monsters over, and that's the challenge: Slide all of your monsters in the right ways so that the stars align. That all may sound complicated, but like Cut the Rope, it's much clearer and easier when you actually do it. Plus the quick restart options for each of the game's 75 levels mean that even if you mess up, you can jump right back in and try again. Personally, I think I like Cut the Rope's rope physics a little bit better, but this game is just as charming and fun as Zeptolab's first big hit. Unlike Cut the Rope, it's not published by Chillingo (which is sort of a strange decision -- usually devs who publish with Chillingo stay with that company), so it might not reach the highest heights of Cut the Rope's success. But the game is great, and for just US$0.99, it's well worth picking up, especially if you're a Cut the Rope fan. There are both standard and HD versions for the iPhone and the iPad, so the game is weirdly not universal. But either one you choose is a good time.

  • Pudding Monsters is newest game from Cut the Rope creators ZeptoLab

    by 
    Mike Schramm
    Mike Schramm
    12.04.2012

    ZeptoLab is a Russian developer most famous for creating the enormously popular Cut the Rope series on iOS, and today the company has announced a brand-new game, called Pudding Monsters. There's a quick teaser trailer down below, and while it doesn't yet show any real gameplay, you can probably guess what this new physics-based puzzler's about: Cute little monsters moving around a level towards a goal. According to ZeptoLab, the cute little creatures can be glooped together, and there will be different types with different abilities as well. At any rate, we'll see the game when it arrives in just a few weeks, on December 20. It's worth noting that while Chillingo published the original Cut the Rope game, ZeptoLab has chosen not to go with Chillingo for this title (nor did it partner up with Chillingo for the Cut the Rope: Experiments spinoff, either). That's an interesting choice -- most developers we've heard from really appreciate Chillingo's support. For example, 11 Bit Studios is sticking with the publisher for a few different games. But whatever the reason for its choice, ZeptoLab is going it alone on this one, and if the trailer below is any indication, the game will probably be just as cute as Cut the Rope (though the editor in me winces at the title of the video -- maybe ZeptoLab could use an extra English proofreader). And, ZeptoLab certainly hopes, it's just as popular.

  • Microsoft unveils Data Sense for Windows Phone 8, to debut on Verizon devices

    by 
    Steve Dent
    Steve Dent
    10.29.2012

    Microsoft has just outed Data Sense, a new app for Windows Phone 8 that helps ensure you don't burn through your data plan. On top of tracking your usage app-by-app, it compresses every single web page you browse to keep data consumed to a minimum, and also sniffs out WiFi hotspots when they become available. The app features a Live Tile to give an ongoing saga of the megabytes you've consumed and will warn you near a preset limit. Redmond claims the hotspot sniffing and compression will let you consume 45 percent less data "when compared to the competition" -- likely a reference to iOS and Android, which already have a similar feature. Data Sense will arrive first on Verizon this fall, but there's no word yet on when other carriers will have it. To check the PR, go past the fold. For more, check out our Windows Phone 8 event liveblog!

  • Windows Phone 8 gets Pandora Radio, Cut the Rope, Urbanspoon and more (update: full list)

    by 
    Jon Fingas
    Jon Fingas
    10.29.2012

    Microsoft knows that Windows Phone 8 is only as successful as its apps. To that end, it's blowing the doors open in terms of major app support. It's not only promising a Windows Phone version of Pandora Radio for early 2013, it's offering ad-free listening for the first year. How's that for strong out-of-the-box content? On top of this, Microsoft is vowing a slew of new apps and games that had previously only been available in the Android or iOS camps, including Asphalt 7, Cut the Rope, Temple Run, Urbanspoon and Where's My Water. By the time the expansion is done, Microsoft hopes to have 46 out of the 50 most popular apps onboard, making any platform switch that much gentler. Instagram is a notable omission -- still, it's a big leap in terms of equality. Update: If you need even more detail, Microsoft has posted a wider list of new apps as part of its official Windows Phone 8 launch post. If that's not enough, you can catch a video overview of the platform after the break. For more, check out our Windows Phone 8 event liveblog!

  • Cut the Rope comes to life in new web series

    by 
    Randy Nelson
    Randy Nelson
    10.25.2012

    It seems the cuteness of ZeptoLab's charming iOS puzzle game Cut the Rope can't be contained by the small screens of iPhones and iPads. The developer has debuted a web series starring the game's lovable protagonist, Om Nom, that combines live action footage with traditional animation. Called Om Nom Stories, the series is comprised of 10 episodes that tell the tale of Om Nom coming to live with a young boy named Evan. The episodes will be released on a regular basis and can be watched either on YouTube or directly from within Cut the Rope: Experiments via a new app update released today. A second season of Om Nom Stories is already planned and will get a bump to an impressive 40 episodes. In addition to the web series and other tie-ins, ZeptoLab is teaming up with Sony Pictures Television to develop a game show based on Cut the Rope, which sounds just bizarre enough to actually work. Show full PR text Om Nom Comes to Life in ZeptoLab's New Animation Series, "Om Nom Stories" Fans Can Watch New Series Right In the Game or on YouTube October 25, 2012 – San Francisco, CA – ZeptoLab, the entertainment and gaming company best known for the hit game Cut the Rope, today launched a new animation series, "Om Nom Stories," bringing its little green monster to life on screens worldwide. Season 1 of the animation series, starting today, will be 10 episodes long and run through the beginning of 2013. Plans for Season 2 are in the works with an estimated 40 episodes coming next year. "We are constantly amazed by the fans of Cut the Rope and just how much they love the character of Om Nom. They create their own costume and videos and design cakes and homemade crafts all based on him," said Semyon Voinov, co-founder and creative director at ZeptoLab. "We wanted to bring him to life in new ways and show fans more about who he is and where he comes from. Video animation really is a perfect fit for Om Nom's character so about a year ago we debuted an animated short on YouTube that told the story of Om Nom and it was a huge success. We can't wait to give our fans even more opportunities to engage with Om Nom as we bring him to life even more through this new animated series." Also launching today is a new video player for Cut the Rope and Cut the Rope: Experiments. Available via an update to the games across both iOS and Android platforms, fans can watch "Om Nom Stories" episodes directly through the app as they are simultaneously released or on the ZeptoLab YouTube channel. Each time a new episode is released, players of Cut the Rope and Cut the Rope: Experiments have the option to receive alerts through push notifications, or they will see an alert on the app icon itself to let them know a new episode is available. Fans can also share episodes with their friends from within the app through Facebook, Twitter and email. The idea for "Om Nom Stories" was sparked by the success of that debuted on YouTube in December 2011 and has since received nearly 8 million views. The series chronicles Om Nom's adventures with a young boy named Evan, beginning with the little monster's mysterious appearance on Evan's doorstep in Episode 1. The animation series goes on to reveal Om Nom's mischievous yet endearing personality as he and Evan bond over day-to-day activities such as playing games, exploring household items and celebrating holidays. As the series progresses, Om Nom and Evan meet new characters that will be familiar to Cut the Rope fans. "In the last two years since we launched Cut the Rope, we've seen constant growth of our active user base, showing us that there's a huge appetite out there for more content whether in the form of new level packs or other exciting initiatives," said Misha Lyalin, CEO, ZeptoLab. "This new animation series will allow us to bring this new content to users on any platform, any device and any screen they choose as fans can watch episodes on YouTube, from within our games, or even in their local movie theaters through a recent partnership. We want to be where our audience is and bringing 'Om Nom Stories' to consumers around the world shows just that." Throughout the month of October, "Om Nom Stories" has been previewed in more than 19,000 movie theaters across the country as part of an exclusive partnership with National CineMedia (NCM)'s FirstLook pre-show. ZeptoLab continues its expansion into entertainment, recently announcing a partnership with Sony Pictures Television to produce a live-action game show based on Cut the Rope.

  • Cut The Rope, Beat The Traffic, Angry Birds Space and more updated today

    by 
    Mike Schramm
    Mike Schramm
    08.23.2012

    We've already heard about some big updates on the App Store this week, but this regular Thursday is also full of them -- some of the App Store's biggest apps are getting big chunky updates to use or play with. Here's a rundown for you. Angry Birds Space has a Mars Curiosity rover-related update out, with 20 new levels on Mars, and a new astronaut pig. Sounds fun! Cut the Rope also has new content, with new Spooky Box levels, and a feature called superpowers, which have you chasing after a new star on all levels to date. Doodle Jump has gotten its "biggest update yet," featuring a new ninja theme to play with, as well as new objects to help you jump farther and faster than ever, and new mechanics and obstacles as well. As previously mentioned, Facebook finally got its upgrade to a full app instead of just an HTML 5 skin, and it's much faster than it used to be. ProCamera HD has launched, bringing the versatile and powerful camera app from iPhone to iPad. The ingenious little Mission Alarm Clock (that requires you to complete "missions" to turn off your alarm every morning) has updated with a new UI and a new mission to complete. Vintagio is an app that we recently posted about -- it's an update of MacPhun's Silent Movie Director. And of course the TV Guide app was updated with things like celebrity watchlists and curated channel listings. Finally, the bill management app Chronicle in the Mac App Store was updated for both Retina Display compatibility, as well as support for Mountain Lion, and a whole new, great looking interface. All great apps, all updated with even more great features. All of these updates are available for download for free in an App Store near you.

  • Twitter app, Cut the Rope, SpellTower, SpellCraft School of Magic all updated

    by 
    Mike Schramm
    Mike Schramm
    02.21.2012

    We don't usually cover every single update that arrives on the App Store, simply because there are so many apps out there and so many developers working hard all the time. But a number of very popular apps have updated recently, so here's a few big apps with lots of new content to see. The official Twitter app has been updated, specifically the iPhone version. The update allows you to use swipes to gesture around the app, copy and paste the links and text in actual tweets, and many other performance improvements and polishes. It's not a huge update, but it's worth downloading when it shows up in your iTunes or App Store update screen (though let me tell you, if you haven't experienced Tweetbot yet, you're missing out on a great alternative to the official app). Cut the Rope Experiments has gotten its Bath Time update, with 25 new levels, a new playable character, new achievements, and a new leaderboard to play with. It's a solid and highly anticipated update. Zach Gage's great SpellTower word game is getting a big update, which will include both a new multiplayer option and a few other game modes. Multiplayer will work across different iOS devices, too, so you can play with an iPad against players on iPhone, or vice versa. SpellCraft: School of Magic is getting updated to version 1.1 later this week (never mind -- it's out right now). It's a big update for the freemium title that adds lots of new customization options and spells, a healing spell that players can actually grow and craft (so they don't need to use or buy potions all the time), and a new plant that translates directly into gold. There are also some performance improvements and bug fixes included as well. That's four great apps made even better by their developers. If you've purchased them in the past, download away.

  • Cut the Rope and Where's my Water getting toys, more content

    by 
    Mike Schramm
    Mike Schramm
    02.13.2012

    The New York Toy Fair is on this week, and so collectors and toy buyers alike are hearing about all sorts of new products. And given that the iPhone is one of the largest brands around, it's probably no surprise that iOS-based game properties are very popular this year. Disney's Where's My Water is the latest iPhone game to get toys made for it. There are plush dolls coming soon of the main alligator character, as well as rubber duckies modeled after the duckies you collect in the acclaimed physics puzzler. And Cut the Rope's Om Nom Nom already has a plush made of himself, but there's even more on the way. Mattel has signed a deal to provide a board game based on the popular iPhone title, and it will apparently interact directly with the Cut the Rope app on your iPad as you play. Jakks Pacific has signed a deal to bring the game to your TV, with a dedicated toy that plugs in with the game pre-installed. And we can't leave the game itself out: There's an update coming (actually for the Cut the Rope: Experiments spinoff) called Bath Time, that adds some water-related puzzles to the mix. It's a sign of just how big Apple's App Store has gotten that these iPhone developers are able to spin properties off the games on this platform. Certainly both of these games have a lot going for them (EA owns Chillingo, which publishes Cut the Rope, in addition to Disney's Where's My Water), but the fact that these toys are being made at all speaks to how big the audience for these games is.

  • Cut the Rope inks toy deal, getting 'Bath Time' content update soon

    by 
    David Hinkle
    David Hinkle
    02.13.2012

    Cut the Rope will transcend the virtual world inside of your techno-gizmo for that of the real. Several new partnerships will ensure Cut the Rope-branded products are in your local brick-and-mortar soon.A new board game that mimics the gameplay of the app will launch from Mattel, along with digitally enhanced toys that interact with your device. An example given details an OmNom toy interacting with an iPad to unlock a special Cut the Rope app. Jakk's Pacific will produce a plug-and-play game console for your TV. It will come with a special controller to play Cut the Rope on your TV.Finally, there will also be a new update for Cut the Rope: Experiments that introduces a new character and new physics, and adds water-based puzzles into the mix. No word on when the update will launch as of right now -- ZeptoLabs is waiting on Apple approval right now for Bath Time.

  • Mattel Apptivity hands-on (video)

    by 
    Terrence O'Brien
    Terrence O'Brien
    02.10.2012

    Mattel thinks it has the secret to succeeding where so many others have failed in bridging that divide between the virtual and the physical -- and it might be right. While plenty of other toy companies have tried pairing hunks of plastic with apps in the past, Mattel has gone the extra mile, incorporating its recognizable brands and partnering with top tier developers. Later this year the company will launch Apptivity, a line of toys made from conductive plastic that interact with iPad games -- some which you're already quite familiar with, like Cut the Rope, Fruit Ninja and, of course, Angry Birds. The games will get an update when the toys hit the market with new features and play modes specifically designed to utilize the physical pieces. Other brands, including WWE, Batman and Hot Wheels will also be part of the first batch of toys designed to be played with on your iPad screen.None of the apps or the toys themselves were quite ready for prime time yet, but Hot Wheels, WWE, Fruit Ninja and Cut the Rope were all at least playable. The Apptivity mode in Cut the Rope and Fruit Ninja are pretty intuitive, but it took a bit of practice to get the hang of Hot Wheels. We had trouble finding the sweet spot on the screen that kept our car speeding along while leaving room to see upcoming obstacles. The line of toys will launch exclusively in Apple Stores in May with Hot Wheels (which will cost $20), followed by the rest in July. Check out the gallery below and the video after the break for a few more impressions.Edgar Alvarez contributed to this report.