While us Brits got the new 2nd generation players before Christmas, the new models have been announced formally at CES 2007 in Las Vegas.
The new players; HD-A2, HD-A20 and the HD-XA2 will come in three variants and offer HD DVD playback for consumers.
The HD-A20, which is new to both markets will provide the standard feature set of the HD-A2 with the 1080p output featured in the high end HD-XA2.
"We expect to seel around 2 million HD DVD players this year in America", said Jodi Sally, Vice President of Marketing, Toshiba Amercia Consumer Products Digital A/V Group. "We want to bring it to the masses."
Elsewhere Tohsiba has launched a range of standard DVD recorders with HDMI support and upscalling capabilities including the D-R400, D-R550, D-VR600 and D-VR650.
Top of the line is the Toshiba D-VR650 Super Multi Drive recorder VCR Combination unit. In addition to recording and playback of DVD-R.-RW/+R/+RW, it will also allow you to transfer video to DVD.
Toshiba also used its press conference to announce three new portable DVD players, the SD-P2900, the SD-P1750 and the SD-P1750 with 10.2in, 7in and 9in screens respectively.
Other announcements included the launch of three standalone DVD players - the SD-4000, SD-5000 and SD-6000.
All new machines will be available between now and March. Prices range from $49.99 to $299.99