So far we've had lots of fun connecting wii Nunchucks, heart-rate monitors, music/audio sensors, capacitive touch sensing (a la makey makey -- turn almost anything in to a touch interface. Bananas, body piercings, large metal objects are fun here), stroke sensors, and geiger counters (weirdest, but probably the most boring, at least in relatively radiation-free Atlanta).
Our toys are hopefully going to be exposing lots of people to programming that have no experience with it, and we're excited about creating fun tools to do this.
On the back-end, currently the only way to talk to an Arduino over the web is via the NPAPI plugin architecture (deprecated and soon to be highly-restricted by Chrome), or by the Chrome Serial API. So we'll be developing a graphical front-end that turns intention ("make all the motors vibrate in this pattern", "make the accelerometer in my wii nunchuck" increase/decrease vibration pattern frequency") in to Arduino code, which then gets compiled on the back-end and delivered via Chrome extension to your toy.