CONSUMER
INSIGHT
Blurred lines I
n a fast-moving global toy industry, top trends and what influences purchase decisionmaking can shift at a remarkably fast pace. At The Insights Family, we’ve noticed that the latest technology-infused toys is an area that falls into this space. Augmented Reality (AR) takes interactive play to the next level, enabling users to create products that blend both physical and digital play in innovative ways. The technology can be leveraged for educational play patterns too (such as the Smart Globe Explorer AR by Oregon Scientific: a learning globe that features a wireless Bluetooth pen) which also piggybacks on the growing popularity of STEM toys. In the toy industry, LEGO has recently launched LEGO Vidiyo, a new app that allows kids to create their own music videos and share across their in-app feed. The app will accompany a new LEGO set of mini figures and bricks, which kids can scan into the app, where AR will be
used to create dancing characters. As the lines between online and offline play become increasingly blurred, it’s important for brands to offer digital extensions of their IPs, as kids expect their favourite brands to offer entertainment across the whole ecosystem. The ever-rising smartphone and tablet penetration among children is one of the main catalysts for the dynamism witnessed in AR powered toys. In the US, a substantial 52% of kids aged three to nine own a tablet and 36% of 10 to 14-year-olds own a mobile. In the UK, 62% of kids aged three to nine own a tablet while 46% own a mobile phone. Nevertheless, it’s important to note that technology does not sell itself.
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To fulfil its full potential, AR needs to integrate real play patterns, rather than simply offering the experience of circling a smartphone or tablet screen around a static product. Offering unique and immersive play experiences, AR presents both opportunities as well as challenges for the wider industry. Play patterns that not only create a digital world but also a tactile response are likely to engage children.
AR takes interactive play to the next level, enabling users to create products that blend both physical and digital play in innovative ways
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Kids depend a lot on the digital world as they spend large amounts of time with technology, and brands need to be following this trend, says Nick Richardson, founder and CEO of The Insights Family
What this means to you…
For product creators, there are many areas for growth in the industry. Consumers today are looking for products that are personalised for the individual and answerable to the rising interests of kids in technology. Kids depend a lot on the digital world as they spend large amounts of time with technology, and brands need to be following this trend. While numerous digital trends have accelerated on account of the pandemic, there have been many things altered around kids’ offline life, too. Traditional feel-good hobbies (such as arts & crafts, board games and reading) and interests have risen to prominence once again for those looking to disconnect. Kids are finding both online and offline ways to keep themselves entertained, demonstrating that digital entertainment and traditional toys and hobbies can exist together effectively.
The Insights Family (formerly The Insights People) specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, the company surveys 6,970 children aged three to 18 and 3,400 parents every week across 17 countries. To learn more and to get freemium access to The Insights Family real-time data portal, visit: https://try.theinsightsfamily.com/ toysnplaythings/.
