The rubber ducky gets a techie upgrade

The classic rubber duck, ubiquitous in American childhood and immortalized in Ernie's "Rubber Duckie" song on "Sesame Street," is getting an update.

Edwin the Duck, created by Carmel-based pi lab, became available for sale Tuesday.

Just like other rubber ducks, Edwin is waterproof. Unlike other ducks, however, Edwin comes with app-enhanced educational games, including adventure stories that emphasize self-confidence, songs, and a lullaby. He also can be used as a nightlight or Bluetooth speaker.

"We designed Edwin as a friend for a child that lives in the child's hands as well as on their mobile device in the form of an animated character," said Kara Reibel, communications director at pi lab. "Edwin and the child will be immersed in games, stories, songs, and lessons."

The physical Edwin can be used as a sort of remote control for the app using an interactive technology called SQUACK. As the child grows, Edwin grows, too, offering more age-appropriate educational content.

Reibel said education toys that have integrated technology are a trend.

"Edwin the Duck is on the cutting edge, but his appeal is timeless," she said. "It's the charm of the rubber duck meeting the motivation to make learning fun."

Right now, Edwin's main app is only available on iTunes. Reibel said the Android version will roll out in early 2016. The Edwin app is free for all Edwin owners.

Edwin is available for purchase for $99.99 online at http://www.edwintheduck.com/purchase or at pi lab's office in Carmel at 252 W. Main St.

Reibel said Edwin also will be available at large chain retailers in time for the holidays.

Call Star reporter Gabrielle Ferreira at (317) 444-6283. Follow her on Twitter: @Its_GabbyF.