Digital toys and Web sites for kids have had a mixed history. But the future is so full of techno-savvy kids that toy makers are finding they have no choice but to move into the digital realm by providing better online entertainment, as well as digital toys in the physical world.

Mattel (MAT) is going to do that by making its first full-scale appearance on the show floor of the International Consumer Electronics Show, which features a Kids@Play Summit this week in Las Vegas. Among the moves Mattel is announcing is a complete revamping of its online strategy, which will now target everyone from small kids to adults to bring out the “kid in all of us.”

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RealNetworks, which has previously professed its supposedly neutral position in the copyright controversy over the popular Facebook app Scrabulous, is now sneaking itself into the mix: It is quietly introducing a version of Scrabble on Facebook, called “Scrabble by Mattel,” through its subsidiary Gamehouse. The Mattel version is only available for users outside the U.S. and Canada, though as this New York Times story says, it relies on users to be honest about their location to make that distinction.

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