Love it or hate it, technology in toys is here to stay – January's Toy Fair was testament to that.
There's a growing market for app toys but it's a tricky path to navigate. We're still a few years off parents giving their youngsters old iPads and iPhones, but the iPod Touch has hastened the engagement of children with kid-specific iOS software. Before long, it won't be uncommon to see tablets and smartphones embedded in toys for even the youngest children.
Tablets are particularly suited as their interactivity and larger touch screens make it very simple for children to learn how to play with them.
We're not advocating that app toys replace traditional toys, but as part of a balanced play diet, app toys offer something that has until now been inaccessible to children from toys: individually tailored play.
The recording, motion sensitive, orientation-aware tablets allow children and parents to customise the play according to the child's needs. The child can receive instant feedback on their activity, the level of which can then be adjusted automatically.
So what are the key issues that app toy manufacturers need to consider?
1. Do the toys play well on their own? What happens if the phone rings or a parent needs to send an email? It's a similar issue to the first battery operated toys – if they play well without the batteries, you avoid a tantrum when they go flat.
2. The target age range of the toy. App toys that use iPod Touch, like Moshi App Monsters, are good to go now for the five to ten year old market, but not many parents are ready to give their toddlers free use of their expensive mobile device. Product development in this area will explode when next generation tablets come out and parents are more comfortable with giving their children older versions of their latest gadget.
With this in mind, it's wise to develop toys that work with the older models and play to the strengths of the technology. The power of these toys for the pre-school market is huge. Whether it's a play gym with a tablet screen to kick to promote leg muscle development, to a driving game that shows the speed of the car, the interactivity available in mobile devices makes them perfect for pre-literate kids.
So our advice is do your research, start with the older (iPod Touch) market and ensure that app toys exploit the technology in fun, flexible, personalisable ways.
Current app toys being tested by The Good Toy Guide include Moshi App Monster, the Okiiyo, Fisher-Price's Apptivity Gym and Puppy's Apptivity Book.
Don't miss out
Don't forget to let The Good Toy Guide know if your toys are made in the UK. It's planning its Best of British campaign for later in the year.
Also, following feedback from manufacturers at Toy Fair, Good Toy Guide is launching a range of additional services to help promote the 'Good Toys' on its website. These will be available from April 1st, which will also mark the end of its introductory prices for the licence and evaluation reports. So act quick if you want to make the most of the introductory rates.
