Here we have a color handheld which plays several versions of a card game called "SET," which currently is featured on the New York Times puzzles page. This is the first time I've ever heard of a newspaper company sponsoring a handheld game machine.
The handheld looks pretty small, with only a 1.75 inch color display. There are four versions of the game within, including arcade and timed modes. Runs off of three AAA batteries. According to the official Franklin webstore this retails for $39.95, which seems a wee bit excessive for one single game but I suppose some people really like thier card games.