What could be better for keeping kids entertained on the go than a personal video player? In 2004, Hasbro introduced its VideoNow Color personal video player, an upgrade over the previous black and white version. Using a proprietary disc format called PVD (for personal video disc), the VideoNow system was designed to be tailored especially for kids. Each disc can hold 25 minutes of content-- too short for a movie but ideal for children's TV programs and, by extension, children's attention spans. The players and discs were also priced lower than DVD equivalents. The VideoNow Color player won the 2004 Ultimate Toy Award from Toy Wishes magazine.