Video games for kids. Bloomberg Boot Camp, a report on today's technology. Like them or not…children…even pre-schoolers ….are surrounded by video games. If not at home…with older siblings or even parents playing….then likely…at the homes of friends. Jakks Pacific, which began selling TV Games four years ago with games built into controllers that simply plug into a TV, is now focused on titles for younger children. VP Genna Rosenberg…says the idea is to allow kids to play games that are safe, based on familiar characters….without parents having to spend hundreds of dollars for a game console. Rosenberg says…

"we have every top license out there, like Sesame Street, Bob the Builder and Thomas the Tank Engine. They're very easy to use, you just plug right in and you're playing."

With so many plug and play game controllers on the market now…the battle is over licensed content…where Jakks had a head start. The company is using a similar concept to introduce interactive books ..in a line called TeleStory…

"It's a plug and read gaming system actually, learning system for kids that uses cartridges that have books on them. Classic stories and modern day stories for kids. The retail's going to be 34.99 for the main console that comes with a cartridge that has two classic books on it, and then additional ones will retail for 12.99 each."

Jakks will have competition from products like Read With Me DVD from the Fisher Price division of Mattel.