New York ? Toy makers have a new marketing strategy: turning toys like Bratz funky fashion dolls and Hot Wheels into movie stars.

The trend, a hot topic at this week’s American International Toy Fair, traces to Mattel Inc.’s “Barbie in the Nutcracker” home video in the fall of 2001. “Barbie as Rapunzel” followed a year later, and “Barbie of Swan Lake” is due out this fall.

But Barbie was just the start.

Mattel, the No. 1 U.S. toy manufacturer, also is turning its attention to its 35-year-old Hot Wheels, developing a video series and teaming with Columbia Pictures on a live-action film, to be release sometime in 2005.

“For boys, there is a convergence between car culture and music, and we are capitalizing on that,” said Jim Wagner, Mattel’s senior vice president of Hot Wheels. “We’re making Hot Wheels come to life.”

Mattel isn’t alone. The industry is in overdrive.

Lego Systems Inc. has paired up with Miramax Films to create a video, to be in stores this fall, and a movie, based on its popular Bionicles figures, starring such creatures as Lerahk, who turns landscape into mush.

Hasbro Inc. has produced a video series called “Doh-Doh Land,” based on its Play-Doh property and is developing an animated DVD movie based on GI Joes, to be in stores this fall. The DVD will be packaged with two 12-inch action figures for $19.99.

A home video for MGA Entertainment’s popular Bratz fashion dolls is due in stories in early 2004, and the the company is in talks with several studios to create a movie — part action, part animated — to be in theaters in 2005.

Studios believe it makes sense to capitalize on a toy’s popularity.

“You already have a built-in brand. You have one leg up,” said Jeffrey Tahler, vice president of acquisitions for Miramax.

Fair showcases this year’s popular products

Daren Watson, left, and Jourdan McVicker try out Hasbro's Video Now at the American International Toy Fair in New York. The Tiger Electronics toy, which retails for about 0, will play a black-and-white video on special CD video disks.

Hot trends and products featured at this week’s American International Toy Fair:

• Little Chefs: After last year’s hits such as Spin Master’s Ice Maker and Mattel’s Harry Potter Polyjuice Potion maker, toy makers are rolling out more food-making toys. Just a few: Spinmaster’s McDonald’s McFlurry Maker ($24.99), which lets children make ice cream desserts; Mattel’s Pumpkin Juice Maker, tied to the “Harry Potter and the Chamber of Secrets” movie ($16.99); and Hasbro’s new spin on Easy Bake — Easy Bake Real Meal Oven, ($34.99), a new light bulb-free oven that allows children to make such meals as macaroni and cheese.
• Pre-teen gadgets: Toy makers are hoping to keep the 8-to-10 age group in toy stores longer with nifty gizmos. From Hasbro Inc., there is Video Now ($50), a portable personal video player that lets viewers watch past episodes of such cartoons as Nickelodeon’s SpongeBob SquarePants; and Thintronics, a new line of ultra-thin, over-sized, fully functional poster phones ($24.99) and poster battery-operated radios ($24.99). Jakks Pacific Inc.’s Toy Max division updated its Singing Starz karaoke machine with animation. Pop singer wannabes can sing to tunes and record themselves dancing with animated characters. (Singing Starz Sing ‘N Groove, $129.99)
• On the cheap: Catering to budget-conscious consumers in these difficult economic times, toy makers are coming out with plenty of trendy products under $10. They include Spinmaster’s Astrojax, a three-ball juggling game ($7.99-$9.99); Jakks Pacific’s Tongue Tapes, flavored strips that melt in your mouth ($1.99); and Lego Systems Inc.’s Clikits, an arts and crafts kit that lets children make accessories like jewelry and handbags by snapping plastic pieces together (starts at $3.99).