TRUE DIGITAL NATIVES
The current generation of children is a generation that
has been exposed to new technologies basically from
birth. They are true digital natives with a very early
exposure to technology. For children today, the
distinction that adults make between technological
and traditional toys is not that clear. For them, both are
playthings. This generation of children is getting used
to playing in a way in which they can, for instance,
build something with bricks in the real world and then
expand the experience digitally. And they get excited
playing in both worlds.
That is why offering good combinations of games that
involve both conventional and digital options is a great
way to reach them. For both manufacturers and retail-
ers, it is relevant to be constantly aware of the new
possibilities the latest technology can offer. Nowa-
days, it’s good to have in mind advances in technolo-
gy such as virtual and augmented reality, holograms,
robots, 3D printing, immersive projections, and so on.
GAMIFICATION TURNS EVERYTHING INTO A GAME
We all know by now that today’s children stop playing
with toys at early ages. The phenomenon is linked to
the tendency that children nowadays grow up faster
but also to the little time to play they have, as they are
more involved in extracurricular activities than ever.
However, the fact is that they do not really stop play-
ing.
Therefore it’s worth thinking about converting regular
daily things into playful objects. One way of doing it is
through “gamification”, turning all sorts of things kids
are surrounded by into a game. Think for instance of
wearables, bracelets or watches that become toys.
They present a new way to offer games to children in
a modern and attractive product.
EXPLORE THE WORLD WITH ALL SENSES
However, one aspect that has to be considered is that
parents are increasingly worried about the negative
impact that the exposure to new technology has on
their children. Parents will appreciate technological
toys that encourage children to be active, play outside
and have contact with nature and other children.
Therefore, the challenge is to offer good quality toys
that, even if they implement technology, support
children’s appropriate development in many different
areas.
To achieve this, it is important to consider that children
need to play experimenting with several materials.
They need things that encourage them to explore the
world with all their senses, mainly in a physical way.
A VERY SOCIAL GENERATION
Sharing messages and images has become part of
children’s fun time. Manufacturers and retailers can
reach them with toys that are inspired by some of the
most common social media features. One of the
easier aspects to integrate is, for example, emojis.
Some companies have already taken advantage of
the use of this universal language in their toys.
But there are plenty of other options if you think about
playthings that allow children to be connected while
texting or posting images. In this context, it will be
absolutely relevant to consider how to develop these
toys with data safety in mind.
KNOW YOUR TARGET GROUP
Understanding the attitudes and preferences of the
smartphone generation will put the toy industry into a
position to offer toys that are actually very appealing
to them. They are more social than ever, more
informed and updated about the latest trends and
technologies. Instead of being discouraged by this
new generation of children, manufacturers and retail-
ers should be encouraged by the challenge and the
great opportunity to create and offer a new generation
of toys.
Author:
Maria Costa, AIJU
Kids India Mag Issue III : April 2018 | Page 03