Posts Tagged ‘LeapFrog’

Toy Fair 2012 Tells Us That The Digital Toy Age Has Arrived

Posted by ruckusholly on February 21st, 2012

Toy Fair logo

Last year, I wrote right here on this blog about Toy Fair 2011 and its focus on traditional toys. Yet it was clear that physical games were inching closer and closer to the world of smartphone and tablet apps. More and more companies were launching iPads for kids last year, including Fisher Price, VTech and LeapFrog. Fisher Price’s iPad stood out, and it was clear not only how toy manufacturers were noticing the digital direction in playing and storytelling but also how parents were embracing their children’s growing demands for gadgets, particularly the iPad. In last year’s post, I wrote, “While the show did feature innovative products and technologies, very few companies were represented, including our competitors. I hope that the expo expands next year to better exemplify the world of apps for children.”

Well, guess what? One year later, Toy Fair 2012 looked very different. Tech was popping out all over the place, and it was clear that major brands are taking strides to develop their traditional branded products and games around Apple products. Not only were a few digital companies present, such as Fruit Ninja, Angry Birds and Cut the Rope, but other brands were obviously entering the digital mix as well. Our partner Hasbro now makes traditional games like Monopoly and The Game of Life that connect to iOS devices for digital play through apps available in the Apple Store. There’s also a new version of Lazer Tag, by NERF, where players insert their iOS device into a blaster and engage in virtual or real battles.

Animal Planet and Monsterology NUKO’s brand are joining trading cards with digital magic on the iPad with cards that tap into action using any iOS device. MushABellies’ new 3D augmented-reality game blends the game world and the real world using a smartphone device and exclusive, patented augmented reality from Gravity Jack. And WowWee introduced its App Gear line, extending the idea of connecting apps with traditional toys to create something called “amplified reality.”

So, the question is, how much more advanced will Toy Fair be in 2013? Your guess is as good as mine, but considering the visible changes that we witnessed this year, we’re very excited to see what transpires between now and then.

Seeking Out the Digital at Toy Fair 2011

Posted by ruckusholly on February 23rd, 2011

by Holly Rosen Fink, Ruckus Media Staff Marketing Consultant

02/23/2011

Last week I spent a day at Toy Fair 2011, checking out the industry’s newest creations and hottest products.  It’s a four-day event, filled with hundreds, if not thousands, of toy manufacturers and vendors from around the world.  It’s such a big show that it’s hard to digest.  One day is not quite enough to see it all.  Designated as a blogger with a press pass, I was able to have private viewings of some of the toy lines (like Zhu Zhu Pets, Lego and Mega Brands) and I also met dozens of marketers.  There was so much to look at, so many new toys to try and oggle at.  It was impossible to cover the 345,000 square feet I needed to cover in one day.

Lightening McQueenAs soon as I walked into the Javits Center last Tuesday and saw a life-sized Lightening McQueen car built out of 325,000 Lego pieces, I knew it was good thing I was on my own.  There is no way kids should be ever allowed to enter Toy Fair, or certainly not my own kids.  My son actually had a melt-down before school as I was leaving for Toy Fair..  He was convinced that I was going to see toys he had only dreamed about.  He was right.  I saw everything.  But since I work for Ruckus, I was paying careful attention to everything digital.

As far as toys go in the digital space, there was evidence that more physical games are inching closer and closer to the world of smart phone and tablet apps.  Angry Birds had an impressive presence, showing off its new merchandise to accompany its app’s increasing fame, as well as a new app, Angry Birds: Knock on Wood.  More and more companies are launching iPads for kids, like Fisher Price, VTech and LeapFrog.  Fisher Price’s iPad stood out, mainly because it’s meant for children 6-months and up. It goes to show you how parents are giving into their children’s growing demands for gadgets, particularly the iPad.

Since Ruckus is so story-orientated, I also paid special attention to the publishing side of the show.  As has been the norm over the past several years, children’s books were prominent at Toy Fair in the form of licensed products.  Board game marketers in particular gave literary properties lots of space and signage this year. There were games tied to Scholastic’s WordGirl, and Clifford and Diary of a Wimpy Kid were well represented.

And as far as digital goes, the fair included a technology expo called Engage!  I was surprised to see that, despite the conference that accompanied the expo with the same name, with a wonderful line-up of sessions and accomplished speakers from all over the industry, there were only about 20 booths to represent the growing digital presence.   While the show did feature innovative products and technologies, very few companies were represented, including our competitors.  I hope that the expo expands next year to better exemplify the world of apps for children.