Additionally, Thames & Kosmos’ Quartin explains that by making robot toys fun and interactive, it helps kids understand that science isn’t scary. “The biggest thing we try to do is to take the fear away,” he explains. “In elementary school, when you’re learning science the teachers are using big words to describe really simple tasks and ideas. For us, it’s about getting kids excited about it by removing the scary part of science and letting them learn through play and fun.” Thames & Kosmos’ latest additions to its line of robotics include the Vibrobot, the Smartcar, and the Gyrobot, which teaches kids about gyroscopic motors while also allowing them to build a robot that can perform fun tricks, such as walking along a tightrope. Innovation First will introduce its new Vex Robotics line to the mass market this year. Kids can use the included flexible, simple, snap-together pieces to create their own moving, large-scale Hexbug creatures and then program their movements. According to Norman, incorporating a brand kids already know and love will attract them to this new line.
Keeping Price Down and Innovation Up
Many companies try to pack fun and exciting features into robot toys to make them stand out on the shelves, but balancing innovation with a reasonable price point is a challenge. Brechner says price point is one of the most important factors in terms of making the products accessible to consumers. “There are a lot of kits that would be nice to have in stock, but they are just too expensive,” he says. “The highest price point of the standalone kits that we sell is under $40.” While some robotics kits can cost hundreds of dollars, there are a handful that fall in that perfect gifting price range, including WowWee’s line. Sufer explains that it is extremely important not to overload products with too many features, as this leads to higher price points. “Making the products fun and interactive comes naturally, but the pricing part is something that takes time, blood, sweat, and tears,” he says. “If we had limitless budgets for the products, my mind would just explode with all of the amazing stuff that we could do, but we have to live in the real world and that means costing it down and choosing exactly the right features and functions.” Similarly, Thames & Kosmos keeps each of its robotics kits focused and directional, which helps keep the prices low and the messaging clear. “We are teaching about very specific topics in each of the kits,” explains Quartin. “We don’t try and do too much in one kit.”
Gender Bender
While reverse gendering in toys—or toys primarily designed for boys that take on a few pink twists in an effort to appeal to girls—has been a re-
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cent trend in the toy industry, many robot toys coming to market are truly gender neutral. WowWee’s MiP is available in both black and white with color-changing LED lights, staying neutral for all kids. Innovation First’s Hexbug products come in a full spectrum of colors, and just like the Hexbugs, the Vex line will also appeal to both boys and girls. “Just as all kinds of kids love bugs, all types of kids will love building Hexbug Vex Robots,” says Norman. “This product line is geared to both girls and boys, both of whom have aptitudes for STEM, robots, and creative, open-ended play.” Thames & Kosmos packages its products in gender-neutral colors, such as orange and yellow, to avoid stereotyping. According to Quartin, the gender neutrality of robots goes far beyond just toys. “The thing is, science in general is gender neutral. Science is for everyone. For us, we’re very careful to position and package our products so that they appeal to everyone,” he says.
Finding a Home in the Toy Aisle
Though there are a handful of specialty stores that focus primarily on robots, such as the Brooklyn Robot Foundry, other mass and specialty retailers do not have a specific home for robotic toys. Typically, they get lumped into the R/C, electronics, construction, or education aisles. While the market does have a wide selection of robotic toys available, it’s up for debate as to whether or not it’s enough to warrant its own section. “From our perspective, robotics is just another area of STEM, so I see it as an off-shoot and another discipline, but at some point it could have a segmented section within science,” says Quartin. Sufer says WowWee is working with major stores such as Target and Wal-Mart to establish a section for its robots as well as competing toys. “There are other robots out there, so we’d like that,” he says. “We think it’s just going to create a section that will make more sense in the toy department. We’re working within those confines right now, but we think something will emerge fairly soon. We’re hopeful.” These futuristic toys have lasting play value as well as educational components for kids of all ages, and though the category has a long way to go before it is fully developed, robots are taking off at lightspeed. ●
SPECIALTY TOYS & GIFTS