Feature - Tech Toys, Gadgets & Accessories

Feature Gadgets and aplentygizmos

Catering to the current generation of technology-driven kids and constant changes in the digital landscape, toy companies are standing out in different ways to appeal to kids and kidults with the latest must-have gadgets and Tech toys. Marianna Casal spoke with leading suppliers and distributors to find out what’s trending.

The Tech toy supplier base incorporates many companies looking to come up with a product to cut through in this ever-changing and addictive category. Each player is striving to create the big festive hit, as we have seen in recent years with the likes of Furby, Bitzee and Tamagotchi, all of which are still going strong in 2024. Hot new launches to keep an eye on this year include Wow! Stuff’s Real FX Interactive Stitch, Character’s Purro, Wicked Vision’s Vodiac and, of course, the new iterations of Spin Master’s Bitzee –Disney Bitzee and Bitzee Magicals. Of course, one of the major challenges in the Tech Toys category is for suppliers and retailers to achieve the right balance between sales volumes, retail price and margin. It’s a delicate juggling act, with each factor potentially having a significant impact on the others. As festive sales kick into gear, the retail price of high-profile items – often Tech-related lines – comes under fierce scrutiny, and we regularly see a ‘trigger-happy’ retailer reducing the price of a hot line, perhaps because they’re nervous of the level of stock being held, or maybe due to not wanting to be left with any excess stock of a highpriced item after Christmas.

That fragile balancing act – coupled with the economic headwinds faced by UK consumers in recent years – is arguably one of the reasons why suppliers have worked incredibly hard to deliver cutting edge tech at a much more affordable price. Bitzee was the prime example of that approach last year – a hot toy selling at just over £30, it held its price because it was extremely competitive to start with, and because it was selling in high volume without the need for price reductions.

This year sees a number of toy companies getting behind the digital pet category, blending the Tech which kids love with the keen price points that drive volume sales. Bandai has evolved the classic Tamagotchi to offer a range of devices targeting a cross-demographic of ages and interests, and recently announced the reintroduction of its best-selling Tamagotchi Connection as a response to fan demand. Following the success of Bitzee and the new introductions coming, as mentioned above, Spin Master has also just released Punirunes, a digital pet with a novel tactile element. Already a hit in Japan, kids can place their finger inside the Punirunes toy to find a squishy button that responds to touch; the LED colour display mirrors the movement on screen, as if they were really touching the Punirunes character. Meanwhile, Ancory’s line up of 90s-inspired virtual pets offers a variety of characters, each offering distinct traits and interactive elements, ensuring that every child can find a pet that resonates with them.

There are also plenty of new Tech launches that aren’t screen-based: Teksta Purro, from Character Options, is an interactive kitten with impressive functionality. Without the need for apps, Wi-Fi or Bluetooth, she can move around avoiding obstacles, dance to music, chase her mouse and respond to petting thanks to her haptic touch sensors. Meanwhile Pixel Hugs from Pat Avenue are interactive puppies that can be petted and fed, as long as their owners don’t object to a little flatulence.

Technological wizardry has also been employed to create larger, and potentially more lifelike ‘pets’. Zuru’s Mama Duck Surprise and Magic Bunnies have joined the Pets Alive portfolio: as well as watching Mama Duck walk and waddle just like the real thing, kids can pop open the eggs hidden in her basket to reveal how many ducklings are in her brood, and there are three Magic Bunny characters to collect. Wow! Stuff has just launched the hotly anticipated Real FX Disney Stitch with more than 100 action and sound combinations, plus touch-sensitive sound activations, to give a truly realistic play experience. Meanwhile other players are designing products to complement leading tech brands and platforms. In the dynamic world of gaming, Maxx Tech, distributed by Contact Sales, introduces innovation as it bridges the gap between tech and toys with Nintendo Switch peripherals, bringing fun and excitement to gamers of all ages. The team at Maxx Tech pride themselves on the quality and the uniqueness of the designs and work closely with manufacturers to meet the exacting standards of consumers.

“Dedicated gamers in the team at Maxx Tech understand that the right accessories can transform your gaming sessions, elevating them from ordinary to extraordinary. Our unique products are designed with the gamer in mind, ensuring that each accessory not only enhances gameplay but also adds a creative touch. Each one is specially designed around the theme and style of the game included in each Nintendo Switch Bundle Kit. From the fun of duck themed blasters to an LED mini racing wheel, you will find something for everyone in the Maxx Tech range,” said head of Product Development, Will Denton.

“I am passionate about creating peripherals that are not only functional but also add a fun element to the gaming experience.”

EXG Pro also offers a host of accessories to complement Tech, such as Holdems, which hold earbuds, phones, watches, keys, pens and more whilst paying homage to favourite characters. A second wave coming soon will see SpongeBob, Squid Game and Nightmare Before Christmas joining the range. The company has introduced even more tech innovation with its latest introduction, Digiplates: innovative collectible metal cards. Scanning the cards unlocks AR and other digital experiences, and they are displayed on a Digistand. EXG says that using AR technology enables it to extend the lifespan of its products.

Despite the term “Tech” evoking thoughts of the use of screens, innovation in digital toys is not always visual, and in some cases appeals to parents actually looking for ways to reduce their children’s screen time, so they can find joy in imagination. Tonies, with its cutting-edge Toniebox, has given parents a great option to mix story time with tech while keeping eyes off screens. With detailed Tonies characters that are placed on the Toniebox to generate the matching story, the range has grown to have collectible appeal and added interaction.

The Tonies team is constantly reading, watching and listening to content in order to find the next big thing for their young listeners. Being aware of trends across TV, YouTube, children’s publishing, films, gaming and within the wider toy space is one of the company’s main objectives, so it can deliver the best stories to capture little ones’ interests. From well-known characters such as Blippi, Paddington, and a whole host of Disney Tonies, to popular kids’ stories such as The Very Hungry Caterpillar, the range has been designed to offer something for everyone.

From investing in high quality point of sale materials to developing bespoke online marketing assets, Tonies works closely with its retail partners to ensure that they have everything they need to successfully display and promote the Tonies brand. The company recently launched a pop-up in Selfridges Birmingham and Manchester, and is always keen to discuss new opportunities with retail partners.

Technology in all its forms can also be a wonderful tool to help kids learn new skills or teach them new things in an engaging and fun way.

VTech is one of the leading suppliers which incorporates educational features into its gadgets. Its most recent best-sellers are from its Kidizoom range, particularly the Kidizoom Duo FX, a feature-packed camera, and the Kidizoom Smart Watch Max. Parents and children find the products attractive for their durability and engaging design as well as the aforementioned educational features. The Duo FX’s robust build and interactive games promote creativity and cognitive development, while its simple interface ensures ease of use. The Smart Watch Max stands out with its multifunctionality, including dual-cameras, educational games and communication features. Both products offer parental controls, ensuring a safe tech experience for kids, making the products appealing and distinctive in the tech market. To appeal to cautious parents even further, features promoting physical activity encourage a balanced tech experience.

As the No. 1 Youth Electronics Manufacturer (Circana, Full Year 2023, Value), VTech’s team of product developers is constantly monitoring trends across both the children and adult tech markets. VTech has a rich history of harnessing adult tech trends and creating market leading children’s toys , and the company’s Kidizoom studio is another top seller for the company, providing a video camera, tripod and green screen to create special effects. Here, the technology enhances activities among friends - and ties in some role-play - perfect for those interested in digital creation or performance.

There is so much that can be offered in the tech space, from digital pets to robots to VR and gaming. The next few pages paint a picture of what’s being offered this year by some of the leading players in the category.