techtoys
The rise of the machines
on The Voice available from Funny-Message, which features as its star product the iconic rotating chair and buzzer/button to let children pretend to be one of the judges. But there is a growing
Character Options
T
concern among some consumers that increased amounts of technological toys can have a negative effect on the use of imagination. Dr Linda Papadopoulos, the BTHA’s Make Time 2 Play campaign ambassador, told Toy World that the important thing is to fi nd a balance. She said: “It’s important to be wary of technology in toys, especially if it’s something that can make a child sedentary. However, nothing should
he Tech Toys category encompasses many areas such as Youth Electronics, Electronic Learning, Gadgets etc. To the tech-savvy parents of today, the sheer volume of electronic toys on offer can provide a way to present
technology to their children from an early age. I am part of a generation that has grown up alongside technology, and I’m keen for my children (when the time comes) to be introduced to digital products from a young age.
This is evident with products such as kids
tablets, with David Martin of Inspiration Works commenting: “Kids want to emulate their parents who use iPads; but while the iPad is a business tool for adults that kids can use, Kurio is a tablet built especially for kids that adults can use.” David added that since June last year, Kurio has really taken off, and is now the brand-leading Android tablet for kids. Inspiration Works recently launched new additions to the Kurio line including the Kurio 4S, which features a 4” screen, pre-loaded content and is packed with multimedia capabilities. It’s about the same size as a mobile phone or an iPod Touch, so the immediate emulation appeal for children is easy to see. As well as products which their parents use, other tech toys are based on things which children see on TV; one example is a line of products based
38 Toyworld
be excluded if it’s part of a varied diet of play.” However, the ongoing demand for tech toys is clearly insatiable, and as ever there are a number of exciting new launches driving the category this year. For example, LeapFrog has just launched its LeapReader, a device which helps children learn to read, write and learn using interactive guidance and mess-free writing via interactive paper. The company has also just announced the launch of the LeapPad Ultra, the next generation of its immensely popular LeapPad tablet. Zuru has experienced huge success with Robo
Fish, a robotic fi sh that swims in water, and with Innovation First also offering its own Aquabot line, the toy trade is braced for its own unique brand of ‘Fish Wars’ in the run-up to Christmas. Character Options is soon to re-launch its new
Teksta Puppy robotic dog companion. Character Options already has a successful history in launching youth electronic products, and Jerry Healy believes the key to success in this sector is “offering a great toy at the right price”. Jerry added that “the new Teksta retains all the key features that made the original a major success, but with contemporary styling and the innovative use of new technology to take this version to a whole new level”. So, tech toys represent a sizeable slice of the
industry. But will the prevailing economic conditions have an effect on the category? Retailers are
As the population becomes more tech savvy, it’s only natural for that to seep into other areas of life; the toy industry is no exception. Tom Roberts reports.
naturally a little wary of high ticket items in the current climate, and there is also a concern that profi t margins are tighter in the Tech Toys category than in other market sectors. But whilst this is true if you are basing your judgement purely on percentage margins, the fact is that if you take into consideration the cash generated by the sale of a £100-£150 item, even on the lower margins involved you are still talking about a profi t of £20-£30 (or more). If we look at the recently-released top 10 toy
predictions for Christmas from The Entertainer, you’ll notice the LeapPad Ultra, Innovation First’s Hexbug Nanos, and VTech’s InnoTab 3 all feature. Hamleys’ Christmas top 10 included the Teksta Puppy from Character, the LeapPad Ultra, Zuru’s Robo Fish and Furby Boom from Hasbro. With two of the biggest independent retailers already tipping numerous products from the Tech Toys category for great performances over the Christmas trading period, it’s clear that the sector continues to play a pivotal role during the toy trade’s peak selling period and beyond. Over the following pages you’ll fi nd a selection of just some of the latest products on offer in this rapidly evolving category.
LeapFrog
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76