Jquery magnify effect- can U do it

Jquery magnify effect- can U do it

http://www.williams-sonoma.com/products/magimix-5200xl-16-cup-food-processor/?cm_src=AutoRel2

please vist the link above . You will see a food processor picture. Move the mouse pinter over the image. You will view a larger version of image like magnify effect.

I want to know how to do it and what this effect called.

Thanks in advanced.