You may have seen My Beating Heart online before (Dan Costa spotted it over a year ago, at Pop!Tech), but this is its first appearance at Toy Fair. It's now available in a new "fuzzy style, in two sizes and lower price points--$49.99 and $34.99. (Designer/artist Yury Gitman is at left in the above photo.)

My Beating Heart is simply a heart-shaped pillow that simulates a tactile heartbeat that's designed to sooth and calm you. Enclosed within is what the company calls "a small micro-computer to run of out specially made software." It varies the heartbeat rhythm each time you turn My Beating Heart on, enough that it won't seem mechanical and tedious. I held onto one for a little while; it reminded me of the comfort of a purring cat, and it was hard to put it down. Check the company's Web site for more info; you can buy the new models there too.