says Raskin. “Disney, in particular, took a bold step by liberating its intellectual property and letting kids imagine what it would be like to have Cars interact with the Pirates of the Caribbean [characters].” Adds Buckleitner: “Any way a toy or tech experience can help a child explore, play with others, drive something, paint, make a mess, or wreck something—it will have a better chance of being successful.”
Tips for Toymakers For the toy industry, being able to close the gap between traditional and tech toys is paramount. Russ Crupnick, senior vice president of industry analysis at The NPD Group, says there is a “real opportunity” for toymakers to educate families about the benefits of toys that blend a variety of creative, educational, and tech-forward elements. “If I were to look into the future, one of the challenges [the toy industry faces] is building more of a bridge between traditional toys and toys that have technology built into them. I’m not talking about tablets, but games, dolls, plush, and so on,” says Crupnick. “Because I’m not sure we’ve quite explained or convinced parents and kids of the applications and benefits of these [traditional toys with tech components].” Scott Traylor, CEO and founder of 360KID, a kid-focused content and technology company, adds that he has been “impressed with how the industry has evolved” over
Safe Play – Online
The TIA offers guidance for toy companies that are examining and evaluating the risks and opportunities related to their app initiatives. Information about an expanding array of laws and policies, as well as reports addressing privacy and data security, are available from the TIA (contact Stacy Leistner at (646) 520-4858; sleistner@toyassociation.org).
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the last decade, but has noticed toymakers struggling in the midst of the mobile app explosion over the last two years. “The industry has had a difficult time trying to capture the magic with apps/mobile, but I think it’s just a matter of time before they get it right, or form partnerships that get it right,” says Traylor. “I think the press is down on the toy industry about their attempts with mobile and apps and sure, there’s a learning curve, and a huge challenge about monetization. But I think they’ll crack it. I really do.” “There’s so much room for leadership and vision right now in this space,” adds Buckleitner. “We're only just starting. The winners will be the folks who understand traditional play patterns, and can map them onto the emerging affordances of the new platforms.”
Safety First Keeping kids safe—whether they are playing offline or in virtual worlds—is the top priority of the toy industry. TIA and its members strive to educate families about making informed choices about the toys and games they bring into their homes. “Kids are digital natives and expect to be ‘wowed’ when they play, but parents and caregivers still need to be crucial partners in their child’s play and learning,” says Leistner. “Parents are ultimately responsible for selecting the playthings that are appropriate for the child’s age, interests, and abilities.” ■
The eighth annual Digital Kids Conference will overlap with Toy Fair on Tuesday and Wednesday, February 18 to 19. Visit DigitalKidsCon.com for more information. For details about the American International Toy Fair (February 16 to 19), including information about additional educational sessions for licensors, brand owners, specialty retailers, independent designers, and more, visit www.ToyFairNY.com.
DECEMBER/JANUARY 2014