viewpoint PETER
JENKINSON
toyology.co.uk
This crossover of the virtual and physical play worlds is very, very clever.
In a previous lifetime (we’re talking BC: before children) I was fortunate enough to have a garage, in which I actually used to keep my car. In the rafters were a few miscellaneous items from my mid-twenties - overpriced and underused golf clubs, a fish tank (the buggers just kept swimming upside down) and a selection of photo’s I’d not want any potential suitor to stumble across in my more than minimalist abode (a financial constraint not a lifestyle option). My garage today (AD: after delivery?) is
now packed with vehicles belonging to my two daughters, together with a huge array of seasonal toys that need to be liberated around April time, checked for spiders and punctures, then cleaned up before making it into the garden. This summer presented some interesting
weather conditions, a few good days yes, but not the elongated warm weather periods that are a gift to the editorial staff on the Daily Express. So our entire toy range didn’t really
highest share of viewing for kids.
But why is that of any
relevance and what on earth does that mean to you? Well it sort of is relevant and does mean something to you if you are currently TV
advertising or just about to (although in this case, you probably know already or are employing someone who does… hopefully). Much more interesting to me is knowing
52 Toyworld
get a decent run out in the garden. In fact we even put some away for a few days: The spiders were very surprised. Luckily I’ve plenty of playthings, which perform well under changeable conditions - either happy to stay put through a downpour or just as content inside so rain does not stop play. The image you may have of a bouncy castle in my front room is sadly wide of the mark well we did try but it ended badly/costly and yes, there were tears. But after a short while indoors it’s clear these toys don’t really crossover so for slightly older kids it’s soon console time, although no longer than the RGTRDSA (Random Government Thinktanks Recommended Daily Specified Amount) limit. The popularity of the Wii, Microsoft Kinect and the Playstation Move has created a level of apathy amongst parents. It’s now a family affair featuring flailing limbs (most amusing for those just passing by) with on-screen action defined by real world movement - it doesn’t even sound that sci-fi anymore. Sure the consoles have taken some of the shine off toy sales, but wait, what’s this, another evolution in console gaming is upon us, featuring toys as the essential item. Activision, one of the stalwarts of the
console gaming community, is about to unleash Skylanders: Spyro’s Adventure and my first hands-on experience is in the marvellous city of Cologne, germany, where even the steins and sights are unable to tear me away from this impressive and deeply immersive arrival. It literally is a game changer. Place one of over 30 characters on an
external platform called the Portal of Power and it’ll come to life on screen, then the
what lovely creative ideas are coming up, while understanding that being on TV is not as expensive as you might think because it’s not just about buying a few spots and having no idea whether it worked or not! Spin Master’s latest renewal of the deal with CITV breakfast is a perfect example of this.
Coming into the autumn, the media world
really hots up: TV schedules, online and sponsorship opportunities are at their best while programme and media deals are
battling, puzzling, exploring and collecting gets under way through the Skylands environment. And all the way the collectable character remembers how far you’ve progressed. Now, more magic. Pick up your toy and take it to any other
Portal and it’ll come alive so you can take the ‘levelled-up’ Skylander to play on any of the other platforms. So, pick up your Skylanders toy and bring to life on your PS3, take it to a mates to play on an Xbox, then once more in the back the car on a DS and then online. This crossover of the virtual and physical play worlds is very, very clever. The garage is due a clear out - so time for
a boot sale or recycling for birthday gifts and bribe the kids with the promise of a Skylander or two to get over their loss (Swingball, bouncy castle and bikes can stay) because we’re having a cross-generation garage where we can all play. Any spare monies will be invested in a
cooler unit in which to stack my new favourite tipple from a city that really opened my eyes.
• Peter Jenkinson is founder number one toy geek on: www
, owner and
- the UK’s essential online resource for new reviews and opinions on the latest toys.
being negotiated and Langans restaurant is busy, busy, busy, so watch this space. I will bore you rigid (oops sorry - I mean keep you very interested) with what’s happening. But if you need any help in the meantime, my details are below
• Simon Poole left his sales and marketing director role at GMTV to set up his own consultancy business, Simpool Solutions. Y
ou can email him at: simon@
simpoolsolutions.com
.toyology.com ,
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