 |  News19.07.2019 // Analogue vs. digital – how much tech should there be in toys?Imaginary play is a microcosm of reality. It allows children to take on different roles, try out scenarios and discover their own courses of action. The technology used depends on what is offered within the particular price range. This is true for role-playing with dolls, furniture and miniature accessories, but also for vehicles and other tech toys. Countless archaeological finds show that this is not a new thing, either. For example, silver donkey carts played with by children in ancient times have been found in caves in Syria. And we also have strong examples of newer tech toys that replicate the reality of our times, including steam engines, electric stoves you can actually cook on and model railways. The world of toys is going digital Almost all toy segments, from dolls and vehicles through to tabletop games, are now being brought into the digital world. Increasingly, they are being combined with electronic components and functions that make them more realistic, feature-rich, exciting or simply contemporary. The gaming sector, focused exclusively on the virtual/electronic realm, has detached itself from digital toys. Turnover from gaming has actually long since overtaken that of toys, both nationally and globally, and the sector is being further expanded and promoted. There is still no clear answer to the question of the extent to which digital and analogue play complement or compete with each other. Leaving gaming out of the equation, however, puts a different slant on things: the core target group for toys does not think in terms of different “worlds”. For them, the digital world is an integral part of the life they live, in which consuming media across various devices is just as routine as learning new things and engaging in different kinds of play, with analogue and digital sources. BLURRED LINES FOR GENERATION ZDigital natives see no difference between what older generations would divide into “classic” and “digital”. What counts for them is how convincing the content of the game concept is. And this is where the products on offer often fall down. Digital elements, such as the integration of the Echo device with the Alexa voice assistant or the sequencing of game play (“coding toys”), often do not actually add value to a toy and are therefore more interesting to parents than to children and young people. Frequently included simply for the sake of it, they do not always bring something to the feel or fun of the game. Therefore, no matter the toy, whether analogue, digital or hybrid, the focus should always be on the play value to ensure that the object is a toy, and not a gadget. INTERACTIVITY AND ELECTRONICS ARE ALL PART OF THE EQUATIONIt’s obvious that electronics and interactivity belong in modern toys – after all, these are what children are used to in their daily lives. “Electronic toys are important to the industry because they become our gateway to children via which we can get them playing”, confirmed Chris Schulz, VP Kites & Designs USA. Of course, there are supporters of this development as well as industry participants who are critical of it. And it does not make obvious sense to integrate digital elements within every segment. But even supposedly classic toys cannot escape the spirit of the times: thus, we are seeing wooden railways with interactive elements and electronic control units as well as outdoor equipment with digital features. “I think that electronic toys are the future, regardless of how some people in the industry would like things to go. It’s just what children know. We are seeing a whole lot of apps – so you have to try and go with the trend”, said Chris Schulz. VARYING ACCEPTANCE OF ALL THINGS DIGITALSome countries and regions are more open to digital transformation, while others are more sceptical. Asian and US consumers, for example, tend to be curious and open-minded when it comes to technical features, considering them an opportunity and a sign of progress. Their legal framework is often more tech friendly as well. In Europe, meanwhile, possible hurdles and the limits of connectivity and the digital transformation play a major role. Accordingly, US and Asian manufacturers enthusiastically integrate such technologies into toys. The discourse is also being shaped by what typically constitutes “play” in each country and the educational content that games and toys are expected to convey. German educators and parents, for example, are mostly positively disposed towards free and intuitive play and its educational value. In the US and some Asian countries, however, measurable knowledge transfer aimed at producing children that can compete is of great importance. Integrating digital elements can be a modern way of conveying educational content. Manufacturers and retailers are also driven by the fear of “losing” children to the digital world. Yael Arad, Head of the Commercial Division at Nickelodeon & Viacom Brands, Israel, pointed out: “I believe that digital platforms and games are influencing the toy industry just like the Internet is influencing the magazine market. I think we need to take the time to think about how we can combine virtual and physical toys, otherwise we are going to lose the children.” After all, the playing age is coming down in many categories – and the period of time in which children engage with toys is becoming shorter in favour of digital offerings. For example, girls are no longer interested in dolls right up to puberty, as they used to be. From primary school onwards at the latest, they also engage with media, the various stars and licenses, and digital entertainment. RETAILERS ARE ALSO STICKING WITH THE CLASSICSDigital and interactive elements can be good selling points. Especially when they are already known and do not have to be explained and understood on the shelf, or when they can generate a pull effect through their online presence. Brick-and-mortar retailers often lose out in this regard. This is due to the increasing intangibility of electronic toys, but also the need for shop personnel to be up to date on regular upgrades. The entire gaming sector migrated from toy retailers to specialist electronics stores, for example, before moving almost exclusively to gaming platforms and app stores. Classic toys are easier for retailers to handle: they are mostly self-explanatory and are still real goods in a conventional sense that can change hands. Even bridging technology such as Disney Infinity and similar concepts do not do so well in the retail sector. Physical goods tie up manufacturers’ and retailers’ capital. They cannot be updated and therefore become obsolete more quickly. Without apps, digital features and electronic elements, it seems difficult to inspire this innovation-driven industry. These additions are often talked up as being “revolutionary” or “the key to success”. Generation Z consumers, on the other hand, do not immediately look to see whether a toy has digital aspects. They check whether the toy matches their attitude to life and mentality. KEY TO SUCCESS“So, what now? Digital or not?”, you must be asking yourself. The answer is actually very simple: as long as the feel of the game and the content are right and as long as the toy or game is played with again and again, with the same level of enjoyment or even ever more so, it doesn’t matter how you achieve this. Therefore, it makes sense to integrate digital features if they add real value to the toy and give it functions worth playing with. What matters for both manufacturers and retailers is staying authentic. Produce and sell what you can stand over, what makes you happy, and what you also believe in. | 17.07.2019 // Brand Licensing Europe details major retail programme for 2019 showBrand Licensing Europe is boasting a ‘packed programme for retailers’ at its event this October, as the London licensing show details a slate of new daily briefings, as well as a Retail Trends Lounge with a dedicated educational programme. This year will see retailers treated to: New daily breakfast briefings. Held between 8am-9am at The Bridge restaurant within ExCeL, retailers can tuck into a complimentary breakfast and learn about that day’s highlights while the BLE team will be on hand to answer questions and queries. New Retail Trends Lounge: Retailers will have exclusive access to the lounge to hold meetings, catch up with colleagues or just take a breather and enjoy free refreshments. The Retail Trends Lounge will feature a brand-new theatre with content designed specifically and solely for retailers. New Trends Programme: Featuring five sessions over three days delivered by four of BLE’s partners – Trend Bible, IMRG, GfK and The Insights People – the programme ties into themes and activations at BLE 2019. Tuesday, October 1, 11am to 11.45am and Wednesday, October 2, 3.15pm to 4pm: Why Trends Matter for Licensing. A panel session featuring speakers Joanna Feeley, founder & CEO, and Lauren Zayya, senior trend strategist, Trend Bible Tuesday, October 1, 2pm to 3pm: The Future of Retail: The impact of eCommerce and tech on the high street, featuring Andy Mulcahy, strategy and insight director, IMRG Wednesday, October 2, 1.30pm to 2.40pm: SVOD and its impact on consumer behaviour featuring Sam Tuck, associate director. Thursday, October 3, 10.45am to 11.15am: Social Shopping and the rise of In Experience Purchase with Nick Richardson, CEO, The Insights People Of this year’s educational programme, IMRG’s Andy Mulcahy commented: “I’m excited to be showcasing the unique insight IMRG provides and talking to retailers about how to identify when buzz and hype evolve into genuine customer demand, easy-win improvements to a website that aren’t dependent on expensive new technologies and how to know which new tech to invest in.” On top of this, visitors will find a raft of new initiatives, including exclusive group tours, in which retailers are invited to join a group tour of BLE’s new Gaming and eSports Activation led by co-creator PowerStation Studios, a VIP Matchmaking Service that helps retailers get in front of leading brands, and a Retail Mentoring Programme in which 68 buyers from 21 retailers are taking part. New delegates for 2019 include Moonpig, Amazon, Next and Cool Clobber. | 11.07.2019 // Word Chocolate DayWith the kit "Chocolate Factory" from Ranok-Creative Company children will have the chance to make chocolate masterpieces and pack them with their own hands! And the small encyclopaedia contains many interesting facts about the history of chocolate!
 | 08.07.2019 // Happy Family Day!!! | 01.07.2019 // July 2019 – interesting toy events at a glance01.07.2019 - Children's Day Pakistan 21.07.2019 - Children's Day Cuba, Panama, Venezuela 23.07.2019 - Children's Day Indonesia | 27.06.2019 // Amazon Australia focuses on baby marketAmazon Australia is strengthening its focus on baby products, toys and apparel, after it launched its new 'Baby Wishlist' tool on the site. Launched on 20 June, the tool allows expecting parents to curate a list of desired products which they can share with family, friends and colleagues for an upcoming baby shower or birth. Speaking at an exclusive launch event in Sydney, head of marketing and consumables for Amazon Australia Adeline Tan, said that the tool helps expecting parents in a variety of ways. "It is a really exciting new program especially targeted for expecting parents or those with a newborn. Australian parents are really smart; we're embracing technology in many different aspects of our lives and with that in mind, we want to make life easier for expecting parents." Amazon Australia currently has a selection of 125 million products available for purchase across categories. | 24.06.2019 // Fundamentally Children explores ‘digital divide’ between kids and grandparentsA new piece of research into toys and play habits and exploring the ‘digital divide’ by Fundamentally Children’s Dr Amanda Gummer and Anna Taylor, has been published by the International Toy Research Association. The paper, Connected Grandparents: Are Smart Toys the Future of Intergenerational Play? combines qualitative and quantitative research with grandparents aged 55 to 85, and explores the reported ‘digital divide’ as children are introduced to, and learn how to use, technology from a young age. The findings of the research showed that overall grandparents had neutral, not negative attitudes towards technology, digital games, and smart toys. However, the two generations reported that they rarely played digital games together, as they had little access to multiplayer games which were suitable for both ages and skill levels. During the research, it was found that the children were more likely to put themselves in charge of the digital, screen-based element of the games, while the grandparents preferred the physical aspect (animal themed building blocks). The older participants reported that they liked the sensory aspect of the physical toys, which couldn’t be gained from a screen, along with the increased social interactivity of the game. Anna Taylor, researcher, Fundamentally Children, commented: "The Connected Grandparents research threw up some really interesting results in how intergenerational play can work in a connected, digital era. By bringing together a digital feature with a physical aspect, grandparents and their grandchildren could come together with varying levels of digital literacy to play. "Intergenerational play is a really important part of children’s social and emotional development and we’ll be looking to follow this piece of research up by looking at how games can be designed to suit players with different abilities, as well as what the opportunities are for toy companies to create opportunities for long distance play between the two generations through smart toys." | 20.06.2019 // Influencer Marketing: What is it and what benefits do retailers gain?Chatbots, language assistants, influencers in social networks – digitisation is constantly creating new and innovative digital methods of communication and marketing. Even brick and mortar businesses have seen some significant changes over recent decades. And this in turn has led to new trends in advertising which now comes in digital, mobile and even virtual form. Retailers discovered so-called influencer marketing for their own purposes a long time ago, and they are now exploiting one of the trendiest methods of influencing potential purchasers in their buying decisions. But what is influencer marketing and how can brick and mortar shops profit from these digital opinion makers? WHAT IS INFLUENCER MARKETING?Customers associate valuable products such as fashion, jewellery or electronics with emotions such as happiness or desire. It is these feelings in particular that advertising tries to arouse through appropriate and relevant messages. Ultimately, what customers are looking for is also an exciting shopping experience. So-called influencers can be a great help in this regard. Influencers are people who, because of their strong online presence and their reputation in social networks, are considered to be good channels for advertising and marketing products and services. How can the success of influencer marketing on the Internet be explained? In fact it is a popular marketing strategy that has been in use for decades: Through mouth-to-mouth propaganda, companies create more credibility and can influence exactly how, where and what information potential customers absorb. What happens is simply that customers recommend products to each other. In the social web, it is now entire communities that influence buying behaviour. An uploaded product image on Facebook or Instagram can sometimes influence future sales of a product much more than a lot of advertising campaigns. USING THE DIGITAL REACHThese open recommendations to buy do not only benefit brick-and-mortar retailers. Social media stars or rather influencers benefit from this mechanism, too. A lot of them, after all, have a large circle of followers. And the influencers can use the purchasing decisions of this circle for themselves and for the brand they are promoting. Companies take advantage of the reputation and reach of opinion makers in order to achieve specific communication or marketing goals. Influencers can turn a product or service into a topic of conversation, recommend it to their community and, in consultation with the company, create the appropriate content for the brands presented. These activities are in no way limited to Facebook or Instagram alone. Influencer marketing campaigns can also be implemented via blogs, forums and other networks. INFLUENCER MARKETING FOR BRICK-AND-MORTAR BUSINESSESInfluencers can play an important role in making the online shopping experience exciting and fun. For example, they may present new fashion collections via social networks such as Instagram and if you see anything you like, you can just click on it and put it into your shopping basket. The GoldieBlox toy brand uses do-it-yourself videos to reach out to mothers and their daughters. The specially developed YouTube series is filmed in cooperation with the relevant influencers. Additional, attractive content can be shared on the company's own channels or on the Facebook and Instagram profiles of relevant opinion makers. And finally, online activities and influencer marketing also include e-mail marketing campaigns that actively encourage parents to buy. Influencers therefore are not just some phenomenon for the benefit of e-commerce companies. They are definitely relevant to brick-and-mortar businesses, too. Retailers shouldn’t miss out on this great opportunity to expand their customer base by presenting products or services in blogs and social networks. Influencer marketing is a marketing tool that brick-and-mortar retailers would be foolish to avoid. The advantages such as bigger coverage for the company's products and services and significantly higher sales are hard to ignore. Closer proximity between the brand and followers creates a greater appeal, more trust and credibility. This helps brick-and-mortar retailers to improve their corporate image significantly. The influencer must of course always fit the image of the product, the service and the target group. This gives companies another effective voice in the social media. | 11.06.2019 // Plastic Versus The Environment: A Threat To The Global Toy Industry?Awareness of the damage caused to ocean life by waste plastic items has risen to the fore recently. This has been an issue for quite some time, but a number of high-profile projects and television series (i.e. Boyan Slat’s Great Ocean Clean Up and Sir David Attenborough’s Blue Planet) have made this one of the most pressing environmental concerns of our times. Aside from the concern this may cause toy people in terms of the health of our planet and the future wellbeing of our children, it should also be a concern and consideration as such a high percentage of toys are made of plastic or feature plastic in the packaging. Does this mean that the anti-plastic backlash will lead to a major threat to the toy industry? Well for certain, if you were doing a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), you would have to include anti-plastic backlash as a threat to the toy industry overall. In reality though, I am not sure how big a threat the plastic-environmental issue will represent. OCEAN PLASTICS & TOYS: 2 KEY FACTSFirstly, the vast majority of plastic in the oceans is single use plastic i.e. food containers and drink bottles, plastic bags etc. A major secondary source of plastics in the ocean which are harmful to the marine environment are fishing lines and nets. So, if you take a macro perspective on ocean plastic, toys are not a significant factor. Secondly, more than a quarter of the plastic in the ocean is thought to come from ten rivers in Asia and Africa, meaning that the primary toy consuming markets of North America and Europe are excluded from these primary polluting rivers. Now there is a counter argument that several of the Asian rivers run through manufacturing hubs used for toys as well as other consumer products, and that the population moved to those areas along these rivers due in large part to China’s manufacturing sector, however, this is not a direct link to the toy industry. INDIRECT THREATS & OPPORTUNITIESThere seems little doubt that the tides are changing in terms of single use plastic around the world. This should not in itself be a major threat to the toy industry, albeit something we should embrace as consumers and global citizens. There are though, some areas we need to look at closely which may have an impact: - Centralised solutions in Asia – bearing in mind so much of the world’s population is in Asia, and that Asian rivers are a major source of plastic in the oceans, it is quite likely we will see some kind of concerted centralised attempts to minimise single use plastics. This kind of indirect factor has had significant effect on the toy industry in other areas of environmental action for instance where paper mills have been rationalised and redirected in terms of environmental standards leading to increased toy packaging prices.
- Badly conceived or over extensive legislation in the West – anyone who has observed the global political environment in recent times will be aware of the growing propensity for backlash and over reaction. The toy industry en masse needs to monitor the potential negative effect of poorly thought out or over reaching legislation which ends up including plastic toys via careless definitions of product categories etc.
- Transportation and shipping materials from store – clearly the manner in which consumers or direct supply retailers transport toys is likely to change. They are less and less likely to carry toys away in a throwaway plastic bag or other disposable plastic.
- Packaging solutions – clearly throwaway single use plastic packaging is set to be under great pressure in the coming years, and so toy development and manufacturing will have to find more solutions from sustainably sourced paper-based packaging.
- Material developments –the pressure on plastic usage could also be an opportunity for the development of better materials – better in terms of environmental impact, but also in terms of other characteristics. Lego has already made several public announcements on their commitment to sustainable bricks by utilising sugar cane material or derivatives. They also have a corporate commitment to be using a sustainable material en masse by 2030. Hasbro have also announced they will be using plant based ‘plastics’ in packaging starting from 2019.
ALTERNATIVE MATERIALS FOR TOYS ARE SURE TO COMESo overall, clearly these are challenging times for the global marine environment, and logically we should expect to see a concerted global backlash against single use plastic usage. However, for the toy industry we should probably expect a more indirect impact, but with some key global players already moving towards sustainable sources, we are likely to see an advancement of alternative materials. We should hope it moves quicker than any legislation which may make such moves mandatory ahead of our ability to implement them. | 03.06.2019 // June 2019 – interesting toy events at a glanceDate Event Location
01.06.2019 International Children's Day Worldwide
01.06.2019 - 02.06.2019 Instant Future BarCamp Nuremberg, Germany
02.06.2019 3rd Annual LIMA Cares Charity Bike Ride – Licensing Expo Las Vegas, United States
03.06.2019 Young Professionals Network @ Rhythm & Riff in Mandalay Bay Las Vegas, United States
04.06.2019 2019 LIMA International Licensing Awards Ceremony Las Vegas, United States
04.06.2019 - 05.06.2019 K5 Conference 2019 – Future Retail Conference Berlin, Germany
04.06.2019 - 06.06.2019 Licensing Expo 2019 Las Vegas, United States
05.06.2019 Women in Toys – WIT Breakfast at Licensing Expo Las Vegas, United States
07.06.2019 - 08.06.2019 ASTRA Certified Play Expert Workshop Pittsburgh, United States
09.06.2019 Children's Day United States
09.06.2019 - 12.06.2019 ASTRA marketplace & Academy Pittsburgh, United States
11.06.2019 - 12.06.2019 Customer Experience Forum NYC – Forrester New York, United States
11.06.2019 - 12.06.2019 ICTI TWO DAY COURSE Ethical Toy Program Essentials Nanjing, China
11.06.2019 - 12.06.2019 Change The Game – Leading Radical Customer Experience Innovation New York, United States
11.06.2019 - 13.06.2019 E3 Expo Los Angeles, United States
13.06.2019 ICTI ONE DAY COURSE Introduction to the Program Nanjing, China
18.06.2019 - 19.06.2019 Annual Business Conference Minneapolis, United States
19.06.2019 Licensing Italia – LIMA Italy, Kidz Global: Kidz Trends Seminars Milan, Italy
28.06.2019 ICTI HALF DAY COURSE Open Forum Shenzhen, China |
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