We have been involved in several Smart Toy projects and wanted to write a simple post on what they are.

Smart toys are a combination of physical toys and digital games. Currently, toys-to-life / smart toy products are the fastest growing sector of the toy industry and they are expected to reach annual global revenues of $2 billion US by 2018.  

According to a recent Connected Kids report, conducted by Childwise, children over the age of five spend more than six hours in front of a screen (TVs, tablets, mobiles, and games consoles). This trend creates challenges for traditional toy makers.

But there is the opportunity to create an experience that is greater than the sum of its parts. Engaging users depends upon the proper balance of toy and tech — both must share equal importance.  

Lego has entered the Toys-to-Life category with, Lego Dimensions, one of the best examples of a balance between physical and digital play. Throughout the game, players are encouraged to take a break from the screen, grab some blocks and complete building tasks. The resulting objects can be used to unlock new content within the game.   

Developing the digital component for the toy was a new experience for the team and there were many important takeaways from the process.  

• Careful consideration needs to be given to how the combination of physical and digital play can augment natural play patterns.  

• When play occurs outside the app, this interruption causes disruption therefore it is essential to have an intuitive interface where it is easy to navigate especially to leave and return.  

• When toys are constructed to work with a specific mobile device, the potential target audience is significantly reduced. Anyone with the wrong device can become a frustrated customer. As a result it is important that the app can be used independently from the toy and vice-versa.  

• If an app has to interface directly with a toy, the app’s development schedule needs to be linked with the toy’s prototype deliveries. Every time there is a new prototype, alignments can potentially shift and the app may need to be tweaked to fit.  

The evolving world of Toy-to-Life has enormous promise. We believe the products that employ clever technology—but don’t ignore physical play patterns, mental and emotional development, and engagement with content—will be the ones to watch. 

Here are a few Smart Toy Possibilities and applications we have seen or worked on recently:

• A smart-toy connected doll or plush that you nurture digitally, this can include feeding, bathing, and nurturing back to health from sickness (i.e a cold)
• A smart toy digital play-set that recognizes digitally what location the figure is on in the play-set, this can also include fighting two figurines digitally and physically
• A peripheral toy (sword, etc.) that recognizes motions and reacts

Feel free to contact us for more ideas. to create a proof of concept, or to start a conversation!