Classic Toy Makers Get Creative In The Digital Age

For the toy industry, times have been tough. Sales at some of the biggest companies like Mattel and Hasbro have fallen as toy makers compete for the short attention spans of today's tech-enamored children. The challenge has been equally tough for smaller, independent toy makers responsible for some of the classics kids have played with for generations.

A study by Common Sense Media found that more than one-third of children eight years old and younger use mobile devices such as smartphones and tablets, and you can bet they're not checking their email. In fact, one of the hottest toys this past holiday season was the LeapFrog LeapPad Explorer, a tablet computer for kids.

With more than 500,000 apps in Apple's app store, and a good number of them catering to kids, the market for tech-friendly toys has exploded. For classic companies like Topps, a leading manufacturer of baseball cards, the adjustment can be tricky, but necessary. Topps, along with many others, have begun to release app versions of their best products, from baseball cards to updates on classic arcade games.

"We live in an increasingly digital world, so it's important for brands with physical products to engage people digitally," said John Criswick, CEO of Magmic, a mobile content developer. "We were excited to take an iconic toy like Rubik's Cube and make the brand relevant to a whole new generation."

Here's a look at a few companies that have re-imagined the classics.

Comments

[Debra Joester]

10:15 AM on 04/18/2012

Toys is the perfect platform for creativity. Technology and apps are adding a new dimension to toys and new hybrid toys are likely to further dilute the amount of time kids spend passively watching TV. Our team sees these new developments at a great platform for edutainment, especially when combined with classic brands and books. www.tjlgroup.com

[DenverPainters]

11:01 PM on 04/15/2012

Bout time! Wonder what other industries have not come aboard with the internet as of yet? Would make for another interesting story, helping them save their skins, except for both Presidential candidates having online etch-a-sketches.

[NewLiberals]

07:13 PM on 04/14/2012

The Romney campaign has bought a dozen

[on3dprinting]

10:30 AM on 04/14/2012

Looking beyond apps: with the growth of 3D printing and digital design software, retail toy sales are likely to be disrupted by pirated and generic versions. There is an open-source LEGO CAD design for example. Toymakers will need to embrace this disruption and evolve their own business models.

More on the topic and a comparison to the music industry: http://on3dprinting.com/2012/04/13/will-3d-printing-disrupt-the-lucrative-toy-industry/

[TJ Chambers]

04:41 PM on 04/13/2012

It is crazy how big apps are. People are starting apps companies and then making a bunch of money and/or getting bought out for a bunch. That sounds like a brilliant idea.

There are lots of viral businesses being created right now, so think in terms of how you can jump in on this wave.

Don't forget to take a break once in a while and play some of these cool games. =o)