Interactive Media

1 . A removable storage medium comprising media content, and further comprising supplementary data for use with interactive toys, different interactive toys having different respective characteristics, the supplementary data being categorized into subsets according to one or more criteria selected from the list consisting of:

i. physical capabilities of a respective interactive toy;

ii. target age-range of a user of the respective interactive toy;

iii. licensing type of the respective interactive toy;

iv. personality type of the respective interactive toy;

v. apparent gender of the respective interactive toy; and

vi. apparent age of the respective interactive toy, and

wherein one or more subset of the supplementary data are selectable response to the characteristics of respective interactive toy.

2 . A removable storage medium according to claim 1 in which the supplementary data comprises one or more selected from the list consisting of:

i. audio data;

ii. motion control data;

iii. executable data; and

iv. retention duration data.

3 . An entertainment system comprising:

a removable storage medium according to any one of claims 1 or 2 ;

a removable storage medium reader for reading media content and supplementary data from the removable storage medium;

a media content player for generating a video signal for display by a display means; and

a processor to generate interaction signals for the respective interactive toy; in which

the generated interaction signals are based upon a subset of the supplementary data from the removable storage medium, selected in response to one or more characteristics of the respective interactive toy.

4 . A removable storage medium comprising respective supplementary data for use with interactive toys and data associating a plurality of respective other removable storage media comprising media content with the respective supplementary data stored on the removable storage medium.

5 . A removable storage medium according to claim 4 in which some or all of the supplementary data corresponds with time stamps associated with the respective other removable storage media.

6 . A removable storage medium according to claim 4 or 5 in which the supplementary data comprises one or more selected from the list consisting of:

i. audio data;

ii. motion control data;

iii. executable data; and

iv. retention duration data.

7 . A removable storage medium according to claim 4 in which the supplementary data is categorized according to one or more criteria selected from the list consisting of:

i. physical capabilities of an interactive toy;

ii. target age-range of a user of an interactive toy;

iii. licensing type of an interactive toy;

iv. personality type of an interactive toy;

v. the apparent gender of an interactive toy; and

vi. the apparent age of an interactive toy.

8 . An entertainment system comprising:

a non-volatile rewritable storage medium;

a removable storage medium reader operable to transfer to the non-volatile rewritable storage medium supplementary data from a removable storage medium according to claim 4 ;

the removable storage medium reader being operable to read media content from a removable storage medium carrying media data;

a processor operable to identify the removable storage medium carrying media data and to associate with it supplementary data previously transferred to the non-volatile rewritable storage medium, and operable to generate interaction signals for an interactive toy; in which

the generated interaction signals are based upon a subset of the supplementary data from the non-volatile rewritable storage medium, selected in response to one or more characteristics of the interactive toy.