Toying with technology
Digital playthings spreading, but dolls, action figures hold their own
FORT WAYNE – Move over, Elmo.
Children fascinated by adult gadgets are putting aside time-honored playthings in favor of tech toys. The trend will be a major topic of discussion at the Toy, Game and Technology Summit in California in September – the first meeting of its kind.
Top executives will examine how play patterns are changing. The Toy Industry Association Inc. says youth entertainment is becoming “more digital as (children) move away from traditional toys.”
A bevy of touchscreen devices, smart phones, motion simulator games and other high-tech products has caused a shift in the toy box.
And little wonder.
High on tech
Some tech toys that have captivated adults are being used to appeal to youths.
For instance, toy researchers from DFC Intelligence of San Diego say parents better brace for an onslaught of iPhone, iPod Touch and iPad game applications – all designed to draw a younger customer base.
Traditional toymakers are on alert, which is why they’re converging on Santa Clara, Calif., Sept. 22-23, to discuss strategies to incorporate digital content into their products. Austin, Texas-based Engage Digital Media is hosting the event that will feature industry experts, including Ken Ong, head of research and development for Disney Toys and Consumer Electronics.
The gathering is justified as anticipated revenues from mobile gaming will grow from $46 million in 2008 to $2.8 billion in 2014, DFC predicts. Meanwhile, the number of children playing portable video game consoles is dwindling.
The Toy Industry Association’s website reports that U.S. video game sales decreased 8 percent to $19.7 billion last year, compared with $21.4 billion in 2008.
“That doesn’t surprise me at all,” said Darren Lichtsinn, district sales manager for the Sprint Nextel retail stores in Fort Wayne. He says adults enjoy gaming on smart phones as well.
“I know for our Android phone there are 50,000 apps, and it keeps growing. There are hundreds of different kinds of games, and it’s becoming more and more popular,” Lichtsinn said.
And some parents might view giving a child a cell phone with preloaded games as killing two birds with one stone, Lichtsinn said.
“You have a way to keep in touch with them, and they have a gaming device without you having to spend money” on a separate portable console, he said. “It makes sense.”
‘It’s fun’
As an information technology consultant, Chris Caldwell knows computers.
And so do his children.
Caldwell is the father of three girls, and his oldest, Arielle, got her first desktop computer at age 2.
Caldwell said he loaded the computer with interactive educational software, which bore fruit when Arielle entered school reading at a higher level than her peers. Arielle also already knew about shapes, numbers and counting.
“It had a bunch of preschool-type stuff on it, and away she went,” said Caldwell, 35, referring to how quickly his daughter became computer literate.
“With me being an IT guy there are tons of extra equipment lying around, so I set her up. Now she’s 10 and she’s moved on to a blue laptop. If given the choice between her favorite doll and her laptop, the laptop would win hands down.”
Arielle agrees.
“It’s fun. I like to write and send pictures to my friends,” Arielle said of her electronic devices that include a Nintendo DS hand-held console.
“I have an American Girl doll, but my laptop is my favorite.”
Arielle also enjoys playing with her stuffed animals from Webkinz.com, an online site that allows children to create and interact with an animated version of their pets. Arielle’s toy zoo includes at least one giraffe, an elephant and rabbit.
“It’s lot different than when we were kids, that’s for sure,” said her father, who in the past has lent his smart phone to his daughter to watch “SpongeBob SquarePants” during longer-than-usual car rides.
His wife, Kristy, just wants balance when it comes to tech toys.
“I don’t want Arielle or my other two girls in front of the computer or television all day,” she said, speaking of daughters Aurora, 4, and Addison, 2.
“We make sure they have other extracurricular activities. Arielle has judo classes, and the other girls are into different things. I think we do a good job of monitoring how they’re spending their time, because with Chris’ job it’s easy to become inundated with technology.”
But some companies do resist the pressure to go high tech and are having success.
Tried and true
The Ohio Art Co. of Bryan, Ohio, has cranked out the iconic Etch A Sketch for 50 years. During that span, the business has sold 150 million units.
“I think what keeps it popular is that it is an endearing toy that has been around for five generations, so it’s the same toy that your parents grew up with,” said Alexandra Studnicky, a spokeswoman for Ohio Art.
“That’s part of its appeal. We have had people who want us to (modernize) it by adding a camera or something like that, but we keep it simple.”
For some parents, keeping it simple means sticking with traditional toys.
Adrienne Appell, spokeswoman for the New York-based Toy Industry Association, said girls aren’t waving bye-bye to Barbie.
“The traditional toys are never going to go away,” she said. “Boys still get excited over action figures,” it’s just that they can role play with their favorite superhero through video games as well.
“There’s no doubt more options are out there, but games like Lego, Monopoly and Crayola will still have a place.”
Meijer Inc. spokesman Frank Guglielmi doesn’t dispute that. The past two holiday seasons, throwback toys such as the Etch A Sketch have been popular, he said.
Nonetheless, retailers “have to be relevant,” he said, and that means keeping shelves stocked with the latest gizmos.
“We’re going to continue to see an evolution of technology and toys,” Guglielmi said.
“You want to have what’s hot in your stores.”
It’s getting tougher for U.S. savers to find a bank where they won’t end up paying to keep their money safe.Average interest on savings, checking, money-market and certificate of deposit accounts fell to 0.