The #1 Trend Every Toy Brand Needs to Know
Kids grow up so fast… And so does the toy industry! Brands are challenged to keep up with families’ evolving needs and one trend has risen above all others – the undeniable importance of digital games. Today’s children are so-called “digital natives” and an upbringing without technology is no longer an option.
It can be a daunting task to create toys that resonate with today's tech-savvy children. However, the market share is waiting for those who can successfully balance entertainment, education, and safety.
What’s the opportunity?
Statista, a leading provider of business data, reported the explosive growth of digital games. Did you know that “80% of children in the UK have electronic devices available to play with” (2020, p.3)? This is hardly surprising when, according to the same report, over half of children aged 12 to 14 already own a smartphone and/or a laptop/PC.
Digital games provide young people with a sense of achievement and connection. Ofcom (the UK’s communications regulator) found that creative and building games, multiplayer, and sports games are popular with children (2022). Furthermore, Statista supports these findings stating “six in ten children aged 3-17 played games online in 2021” (2020, p.9).
Why should you embrace digital?
If you can’t beat ‘em, join ‘em! By incorporating digital toys into your offerings, you demonstrate your commitment to understanding and catering to the preferences of modern kids and families. Parents believe in the importance of children learning about digital equipment from an early age (Statista, 2020). They balance the risks by having a high awareness of safety-promoting technical tools and controls (Ofcom, 2022).
Furthermore, digital games provide an unparalleled avenue to reach a global audience. With the rise of mobile devices and gaming consoles, online games and apps can find their way into the hands of children and parents across the world, expanding your market reach beyond traditional borders.
How can you get started?
Any toy brand can enter the digital world! We invite you to experience our latest proof of concept. This simple game combines the timeless appeal of card games with interactive digital elements. It's a risk-free opportunity to explore new avenues and gain a competitive edge.
References
Ofcom. 2022. Children and parents: media use and attitudes report 2022. [Online]. [Accessed: August 2023]. Available from: www.ofcom.org.uk
Statista. 2020. Toys & Games in the UK 2020 Report: Statista Consumer Survey. Unpublished.
