The four-day event welcomed more than 1,000 exhibitors and over 16,000 buyers. It's the largest toy tradeshow in the Western Hemisphere where more than 100,000 innovative toys, games and youth entertainment products are showcased. The event attracts the buyers of the top 25 toy sellers in America and they preview new products looking for the next hot selling toy.
Technology in play was a major trend at the show this year. Apps that keep toys connected were everywhere. An abundance of toys and games will now work with smart devices through specially created apps. There were also tech toys that aim to turn kids into lifelong learners and toys that use technology to allow the customization of the play experience. Toy manufacturers are hoping that after three years of dismal sales customers will be willing to splurge a little and spend on their children.
Mattel was well represented at the Toy Fair. Their new products showed a company transitioning beyond play in the real world to virtual, connected experiences.
“Families want toys that fulfill a fun play experience while also expanding children’s imaginations in clever and exciting ways,” said Chuck Scothon, SVP, Marketing, Mattel’s North America Division. “Our iconic brands extend beyond the play room to deliver rich content on today’s multiple entertainment platforms.”
Mattel introduced its new line of Apptivity toys. These toys combine Mattel's well-known brands with tablet computers to create what Mattel calls, "an immersive play experience." Featuring proprietary technology, Apptivity allows a child to safely play with a real world toy on the screen of an iPad. Beginning with Hot Wheels Apptivity which lets kids take a 1:64 scale Hot Wheels car and race through three exciting game modes, in May Mattel will introduce Apptivity to even the youngest techies-in-training with Fisher-Price’s Laugh & Learn Apptivity Monkey. The Laugh & Learn Apptivity Monkey is an interactive plush learning toy for babies that also lets them enjoy their very own apps on mom or dad’s iPhone or iPod touch device. Toddlers can squeeze the monkey's hands and feet to interact with the app, which teaches the littlest ones about colors, numbers, animals and much more.
Mattel wasn't the only toy company aiming to transform the traditional into something new. Hasbro was showcasing its zAPPed Gaming. These new games will allow players to combine traditional analog, face-to-face gaming with the increased functionality of technology. Elements in the Game of Life, Monopoly and Battleship will be activated when apps on iOS devices join with the game boards to create a social twist on the digital gaming experience.
The Game of Life zAPPed is already on sale. It comes with more than 100 clips from “America’s Funniest Videos” mixed with humorous animations and all the digital content is enabled by the iPad app. It retails for $25.
Augmented Reality (AR) is the technology behind interactive puzzles from the global puzzle maker Ravensburger. At the Toy Fair the company was demonstrating its interactive puzzles that come to life with an app that utilizes the camera function of the iPhone or iPad2 to animate the scene. Four AR 1,000 piece puzzles are planned for release in fall 2012 including: Above the Roofs of Paris; Colorful Underwater World, African Animals and Lofoten, Norway.
Many start up firms were offering tech toys at the Toy Fair and one of the most interesting was Arbor Cube. This company is aiming to breathe new life into old smartphones while making learning safe and fun for children. Their iBuKu Pets (www.ibukupets.com) feature a soft body that expands to house a smartphone or iPod Touch. The cushiony shell protects fragile electronics and is available in many characters kids will love. More than just a cute toy, iBuKu Pets offer dozens of practical applications including serving as a nightlight, alarm clock, wireless battery charger, still and video camera, music player and educational toy appropriate for ages three to 12.
iBuKu Pets will initially debut with two models: a base model featuring the soft character only and an upgraded version with an internal battery and wireless charging designed to benefit older smartphones that may have trouble holding a charge. Future plans call for additional technology features that will allow iBuKu Pets to grow with a child.
Arbor Cube co-founder Simon Channey pointed out that iBuKu Pets are a natural extension of children's fascination with technology.
"As parents ourselves, we know that kids today love technology and this is a great way to let them safely play with a phone that otherwise could have wound up in a landfill," he explained. "And with all the educational apps out there and our plans for educational add-ons, we are excited to harness that interest so kids have the chance to learn in a fun and unique way." (MYBI)
