In response to the growing competition from tablets and mobile games, traditional US toy retailers are now embracing a new strategy: integrating apps with physical toys to stay relevant in the evolving market. This innovative approach aims to bridge the gap between digital and physical play, ensuring that traditional toys remain appealing to today’s tech-savvy children.
On September 4th, Mattel introduced the "Barbie Fashion Designer" app, targeting kids aged six and above. With this app, girls can design custom outfits for their Barbie dolls using a computer or tablet. The designs can then be printed on special adhesive fabric, which is applied directly to the doll. Users can also upload photos or use the app to add visual elements to Barbie’s wardrobe. The set includes eight printable fabrics and is priced at $50.
Similarly, Hasbro launched the "N-Strike Elite Nerf Cam ECS-12 Blaster," a high-tech toy gun equipped with a built-in camera. Designed for children over eight years old, it allows them to record videos, and the best clips can be uploaded to YouTube or shared with friends. This blend of physical action and digital interaction makes the toy more engaging and interactive.
Over the years, toy companies have struggled to keep up with the digital age, but they’ve found success by merging physical toys with virtual experiences. However, balancing both aspects is challenging—too much focus on technology risks making the physical toy irrelevant, while too much emphasis on the toy might make the app feel like an afterthought.
Industry experts suggest that the key to success lies in creating a seamless game experience where both the toy and the app are equally important. Whether it's creative design or imaginative battles, the goal is to make the playtime enjoyable and meaningful.
According to TTPM, a popular toy review site, these apps offer real value in terms of engagement and creativity. They not only entertain but also encourage children to explore technology in a fun and interactive way.
With the American Academy of Pediatrics advising that screen time for children should be limited to two hours per day, parents often face a dilemma. Some feel guilty about their kids spending too much time on screens, while others see it as an opportunity to introduce them to digital tools and learning.
By combining physical toys with apps, manufacturers are helping parents strike a balance. These hybrid products allow kids to play and learn simultaneously, addressing concerns about excessive screen time.
Many toy companies once viewed tablets as a threat. A 2012 Nielsen survey revealed that 77% of households with young children used tablets for gaming. Now, rather than resisting the trend, they're adapting by incorporating digital features into their toys, ensuring they remain competitive in the ever-changing market.
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