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EYE page 66
In 1990, the first talking ted-
dy bear, Teddy Ruxpin, came out
on the market. "I was looking for
the next step, something that
would give more life and move-
ment," says Avital. "Then I real-
ized that one of the most
important things for a baby is
eye-contact with the mother. I
wanted to bring a connection be-
tween toys and eyes."
In 1995, Avital's idea was ac-
cepted by the technology incu-
bator in Arad and, after
employing four Russian immi-
grants, she began work on the
artificial eyes. Eighteen months
later, with the electronic and me-
chanical systems of the eyes de-
veloped, she left the incubator
and was given financing by Mo-
torola to put together her cuddly,
battery-driven prototypes.
To get the eyes moving, a child
needs only to press a switch hid-
den in the bear's left ear and the
eyes will automatically follow the
speaker. After a few minutes of
silence the toy automatically
turns of
"I adapted the eyes so that
they would respond most to high
childish voices," says Avital. "If
the bear's in a room full of peo-
ple, it's the child's voice that will
make the eyes turn."
In the last few months, Avital
has begun working with an
agent in Britain and hopes to
start selling there next year. The
cost of the bears is about $34,
which isn't cheap. "It's just the
beginning," she says. "We are
building our marketing strategy
now."
Last month, Avital signed a
joint-venture agreement with a
high-tech company based in cen-
tral Israel. Through her new
strategic partner, she plans to
continue working on Doogy and
his friends, but focus more heav-
ily on the high-tech market, such
as robotic toys.
She is also looking- for a strate-
gic partner in the medical field.
Today, artificial eyes for human
beings do not have the capabili-
ty of movement. Avital hopes
that by somehow incorporating
her technology into artificial
eyes, she will be able to create
ones that respond to voice acti-
vation just as Doogy's do — mi-
nus the switch in the ear, of
course.
All this is a new departure for
Avital. "I used to just be an in-
ventor," she says. "I could sell my
inventions and forget about
them. I could do whatever I
wanted, however crazy it sound-
ed. Now I'm running a start-up
company, and there are many re-
sponsibilities. It's different.
"As an inventor it's all about
creativity, but as a manager you
have to think about function and
marketing. It's not so easy. It's
not enough to be an inventor
these days. I have to be a busi-
nesswoman as well."
She is not abandoning the
world of inventions, however. At
present, though, she admits she
needs a rest. "Who knows what
will come next," she says.
If things get too difficult,
there's always Doogy to talk
to. ❑
Jerusalem Post
Airline Plan
Is Rejected
Jerusalem (JPFS) — Transport
Minister Yitzhak Levy led the
government to shelve the Trea-
sury's plans to open the air-trav-
el market to competition, both
domestically and on short-haul
international flights.
Levy was one of only a hand-
ful of ministers who spoke dur-
ing the debate on the 1998 state
budget, macroeconomic forecast
for the next three years, and a
program of some 100 structural
changes across the economy.
After two cabinet sessions and
more than seven hours of debate,
the ministers failed to approve
the proposed budget.
Levy told ministers that open-
ing the internal flight market to
competition and El Al's domes-
tic stranglehold on short-haul
journeys will lead to a serious in-
crease in breaking Shabbat laws.
This follows Levy's staunch op-
position to plans to privatize El
Al, thereby allowing the compa-
ny to fly on Shabbat.
The Treasury agreed to with-
draw the proposal and redraft it,
with help from other ministries,
according to Levy.
Among those routes that were
slated for competition were
flights to Kiryat Shmona, Jor-
dan, Egypt, Cyprus and Greece.
This is the second proposal
that has been rejected by the cab-
inet. The Treasury shelved plans
to lift all restrictions on agricul-
tural imports, following objec-
tions from Agriculture Minister
Rafael Eitan.
Industry and Trade Minister
Natan Sharansky also attacked
the plans, saying they lack ideas
for revitalizing the economy, ac-
cording to a statement from his
ministry.
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to issue date; out-of-town obit-
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days prior to issue date.
All material must be type-
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