SMART TOYS: A Kids’ Eye View of this Year’s Smart Tech by Reyne Rice, trend hunter, media influencer, consultant, and keynote speaker
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mart tech and the trickle-down effect are extending into the everyday play experiences of kids and families alike. Along with new kids’ tablets, there are plenty of new products in the categories of kids’ wearable fashion, portable kids’ digital cameras, and even new phones designed specifically for the needs of both kids and families. Early adopters have long embraced smart technology, whether it’s the newest laptops, tablets, smartphones, or other gadgets. Kids watch this progression of new gadgets on TV, in their homes, and in the world around them. Naturally, they become fascinated and want to try their hand at these products. Here is an overview of new age-appropriate kids’ items in the smart toys/smart tech space: Tablets: In 2010, the groundbreaking iPad singlehandedly jumpstarted the tablet computer segment. Only three and a half years later, the category captured worldwide sales of more than 200 million units in 2013. According to Shawn DuBravac, CES chief economist, an estimated 270 million more units are expected to be sold worldwide this year. In the U.S. alone, more than half of households own at least one tablet device. Tablets and smartphones represent 43 percent of all technology device sales revenue globally (Source: GfK Digital World Report). This year, expanded product ranges and content selection are a major trend among the various tablet companies. Kids’ Wearable Motion Cameras: Kid-sized versions of miniature wearable cameras are being offered by a range of manufacturers. Smart Watches: These feature-laden devices are
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being offered by at least two manufacturers, with kids’ versions from VTech and FiLIP. Kids’ Phones with Robust Parental Controls: This includes the new Kurio Phone, but other manufacturers also offer wallet-friendly, waterproof options for families with all of the features kids want, as well as the security protections that parents demand. The Kyocera waterproof phone is another affordable option. Wearable Technology: Kids’ fitness monitors and kids’ Google Glass-like devices from companies such as LeapFrog were introduced at both American International Toy Fair and Consumer Electronics Show (CES). Robotics: A variety of manufacturers are reviewed in a separate article by Senior Editor Marissa DiBartolo (page S4), which features a round-up of the latest in robotic offerings for kids. During the coming year, retailers will need to be aware of this growing collection of smart tech offerings and decide which ones best fit their product mix. ■
With more than 15 years as a trend expert, trend hunter, and trend analyst, Reyne Rice has advised on family and youth trends for toys, games, technology, licensing, and entertainment. A seasoned industry professional with 30 years of experience in marketing, researching, and analyzing the toy industry and youth market, she currently advises trade associations, entertainment studios, consumers, manufacturers, and media on the hottest trends. Rice has owned her own consultancy, ToyTrends, since 2003. She can be contacted at reynerice.com.
MAY/JUNE 2014