With technology developing rapidly in recent years, more and more digital entertainment has been developed and brought onto the market. And the impact is also being felt in the more traditional parts of the toy industry. 

Toy manufacturers are doing a great job at adapting to developing technologies and toys today are becoming more attractive and innovative than ever. For instance, you can easily find technology-oriented toys on the market with smartphone connectivity and in-built interactive – pet robots are just one example. There’s even going to be a new AR enhanced board game to be introduced at CES 2019.

Despite all the attractive technology and innovations, we think that the main challenge is not to figure out how to attract children’s interest, but rather to convince parents to give their children access to more than just a screen – online safety remain legitimate concerns for parents and the brands who are able to offer the creative and learning opportunities associated with new technology in a safe and secure environment are likely to win out in the long run.

In the US (as of January 2018), almost 40% of parents stated that they give their child a smartphone and almost 25% stated that their child had a tablet and even television in their room. The US figures are high for screen use, with Europe certainly catching up. But we are looking out for those brands and innovations that will encourage parents to go beyond the screen and embrace the full potential of technology-oriented toys.

If you’d like to know more about our kids & parents research experience, please contact Rob.