Mattel, aside from launching Angry Birds the board game, and Hot Wheels video cameras, is about to bring Sing-a-ma-jigs, launched in the US last year to the UK to infect small children up and down the land with their musical love.

To those who have no idea what a Sing-a-ma-jig is (don’t worry we didn’t at first either until this hands-on), a Sing-a-ma-jig a singing bear that comes in a variety of different colours that sings to you when you press its tummy.

Every Sing-a-ma-jig, Mattel tells us, has three modes of play; chatter, sing their own song, or sing in harmony with other Sing-a-ma-jigs.

The idea is that if you collect more (clever those marketing types aren’t they), then you can get them singing in perfect harmony every time. The more you have the better it sounds we are told.

We had two (lucky as I’ve got two children) to play with and my 3 and 5 year old have already grabbed them for their own.

Costing £12.99 and available in the next couple of weeks from all good toy shops up and down the land there is a big hidden button on the tummy that you press that opens the bear’s mouth and noise comes out. Parents be warned though, there is no volume switch.

A button in the bears left paw changes the mode and so far they’ve been a big hit with my kids.

What do they do with them? Press that tummy over and over again to get the music out of the bear like one Pavlov’s dogs looking to get more food.

Powered by a single AA battery, which comes in the box, the bears are well made, cuddly (although they do have a hard tummy and head) and pretty cute.

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