Convergence of toy and tech charging up
This year’s Toy Fair expo at the Jacob K. Javits Convention Center in New York City is bound to bring additional surprises in already strong categories, particularly in technology and ‘green’ sectors.
Toy companies continue to weave technology into conventional products such as construction toys and arts and crafts. “Because today’s technologies are all about socializing, you’re no longer considered a geek if you know about technology,” said Reyne Rice, toy trend specialist for the Toy Industry Association. “For tweens, if you don’t know about it, you’re a geek. There’s a bit of a role reversal.”
Science and discovery are forecasted to capture a lot of attention, said Rice, and not just because Bill Nye the Science Guy will make an appearance at the Elmer’s booth on Feb. 18 from 2 p.m. to 4 p.m. Jakks Pacific will debut with new enhancements and technology for the already successful EyeClops.
The CyberPlayground, or social communities for kids, has been advancing rapidly. “This past year, ignited by the success of the Webkinz brand, we’ve seen “connected play” start to take off, with products in all kinds of toy categories having a physical toy and an Internet component to them,” said Anita Frazier, toy and video games industry analyst for The NPD Group. “I suspect that we’ll see this in a huge way at toy fair this year and it will be the trend that manufacturers try to take advantage of.”
Therefore, manufactures are investing in creating products that entertain with both physical and online components. A successful product should satisfy a child’s hunger for Internet-play and a parent’s desire for their children to interact in real situations. Sites like Clubpenguin.com , Barbiegirls.com and Littlestpetshop.com have been gaining steam because they facilitate real play.
Innovation will also come from more classic play, said Chris Byrne, and independent toy consultant. For instance, Hot Wheels will be celebrating its 40th anniversary and is bound unveil noteworthy elements. Overall, conventional toys have not been completely overshadowed. In fact, they main gain more respect from parents with tight wallets. “You’re going to see a lot more reasonable prices,” he added. “Toy makers are anticipating the downturn of the economy. The day of a hundred-dollar toy is few and far between.”
Toy Fair will also include exhibitors that concentrate on the ‘green’ movement. “The ‘green’ trend is emerging and continuing,” said Rice. “Some of the major toy companies are producing specific toys using sustainable material, packaging, natural woods and fibers.”
Other trends to look out for include pre-school, which remains one of the driving categories in the industry; games, especially those that interact with the Internet; and multicultural toys. Rice reports that some products incorporate four languages, or in the case of Oregon Scientific SmartGlobes, 13 languages.