Today at the TechCrunch50 conference, a new project is launching, after having been incubated by game company SGN over the last year. Called ToyBots Woozees, it is a platform for connecting “physical toys with full 3G, GPS and accelerometer capabilities tied to online and mobile games,” according to the company.

For example, a dad on a business trip could buy an audio book through Woozees’ iPhone app, then set his child’s toy — say, a stuffed teddy bear — to read the book at 8pm that night. SGN and Woozees chief executive Shervin Pishevar said the idea was inspired by something his daughter said: “Dad, I really want a pillow that will tell me stories.”

Woozees includes both hardware and software, so third-parties can integrate it into their own toys. A wide range of features let you go as far as using the toy as a controller in a video game.

From the company:

OpenSDK enables IP holdlers and independent developers to create products that leverage the network. Comes bundled with hardware and firmware. Developers can bundle hardware and software to build their own toys.

SGN will announce major deals with a telecom provider and a toy distributor in the coming week. On stage at the conference, Best Buy executive Kal Patel said the product was meeting an “unmet need.”

You can contact the company for more details.