The Not So Secret Success Factor For Tech Driven Toys…
When you look at the top 10 selling toys in nearly every toy market in the world, technology driven toys will usually feature strongly. In fact THE top selling toy is very often a high price point tech toy.
But over time I’ve found that sometimes toy companies can get carried away by a nifty piece of technology, and miss the point – which is to create a compelling toy which a child finds exciting and magical. I’ve worked on dozens of tech products personally, and some of them featured good tech but a crappy experience for the consumer…some of the best experiences were created using basic or even old technology, because a child is not conducting a technical analysis of what’s making the toy work, they are are merely judging a toy by the end result.
The toy industry has proven long term hat it is expert in downspeccing/dumbing down high end tech functionality to hit a viable toy price. And what seems to have happened in the last 5 years or so is that price points have been pushed upwards as new technology creates products with have sufficient to bust traditional pricing paradigms.
We just need to ensure our adaptation of an exciting new toys delivers an exciting play experience, not a cool tech delivering a ho hum play experience!
by Steve Reece, CEO of Kids Brand Insight www.KidsBrandInsight.com, a leading Consultancy to toy companies around the world, which helps companies with product reviews & awards, find the right toy & game factories, consumer research test their products with kids and parents and secure export distribution/market entry around the world