The Future of Toys: Dual Play

The Wall Street Journal: “Digital offerings aren’t threatening to wipe out physical toys anytime soon. Kids ‘are still reading books, still using Legos, people are making a place for physical toys,’ said Judy Ishayik, owner of Mary Arnold Toys, an independent toy shop in Manhattan. But, she said, ‘there’s more dual play,’ where physical toys are paired with a digital component. She pointed to Crayola, owned by Hallmark Cards Inc., which rolled out an app that turns coloring-book creations into animated online representations. Hasbro Inc.’s Love2Learn Elmo app provides children with a way of interacting verbally with their Elmo dolls.”

“Play on touch-screen devices outranks all other kinds of play in frequency—including with blocks, board games and puzzles—according to a 2014 survey by New York research firm Michael Cohen Group of 350 parents with children age 12 and under.”

“Some of Lego’s recent woes are because toys tied to movies have underperformed retailers’ and manufacturers’ expectations. Lego products tied to last year’s ‘Star Wars’ movie, ‘Rogue One,’ didn’t generate the same excitement as had the prior installment, ‘The Force Awakens,’ which was the first ‘Star Wars’ movie in a decade … Another big bet that didn’t fully deliver: the company’s second movie based on its toys, called ‘Lego Batman. Toys ‘R’ Us Inc. said toys tied to the movie missed sales goals, even though Lego spent heavily to try to boost interest.”

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