In a self-promotional moment reminiscent of the Apple chief Steven P. Jobs, Robert Eckert, the chief executive of Mattel, is celebrating one of his company’s own products as “the hottest toy for the 2010 holiday season” — even though it’s not even on sale yet.

I give you the Fisher-Price iXL Learning System, which has all too inevitably been hailed as the iPad for the fresh-out-of-diapers set.

The iXL is a tiny computer that opens like a book. It has fat, colorful icons on the right side and buttons and a speaker on the other side. As you might expect, there are apps for the new product: Story Book, Game Player, Note Book, Art Studio, Music Player and Photo Album software.

And, my goodness, this gadget even has a touch screen.

The product should go on sale in July and start at $79.99. It’s Mac and PC compatible with an SD card slot and a U.S.B. port.

“We have invested more research and development dollars into iXL than any other product in our 2010 Fisher-Price product line and it definitely shows,” Mr. Eckert said in a statement.

Somebody buy that man a black turtleneck.

The iXL seems to have more visual pizazz than the Family Story Play system from Nokia and Sesame Workshop (the people behind “Sesame Street”). Oddly, Nokia opted for a wood case for its device, which has a pair of screens and a book holder.

Nokia has been pitching the Family Story Play, which remains a concept device, as a way for children and, say, grandparents in a far-off place to read stories together via video conferencing.