Join gaming leaders online at GamesBeat Summit Next this upcoming November 9-10. Learn more about what comes next. 


Kids are buying into digital toys like Skylanders, a hybrid video game and toy product from Activision, in a big way. The number of children who want such smart toys — which provide both physical and digital entertainment — has topped 72 million worldwide, according to the GameByte study by market research firm Interpret.

Toys that integrate both physical toys and video games have a high chance for success across most major kids markets, according to Michael Cai, an analyst at Interpret. The demand is spread across on number of different geographic markets, based on surveys on demand among kids for smart toys.

“The US already has a robust market for smart toys such as Skylanders and Disney Infinity,” said Cai, senior vice president of research at Interpret. “Strong growth opportunities also exist in emerging gaming markets such as China, Brazil, and Russia, where more than 90 percent of gamers ages 6 to 12 are interested in the products.”

New entrants are moving in to join Activision’s Skylanders and Disney’s Infinity toys. Nintendo recently announced Amiibo, and Lego has created its Fusion toys.

Webinar

Three top investment pros open up about what it takes to get your video game funded.

Watch On Demand

“We tested interest in an extensive list of current and potential smart toy brands and even prior to the Amiibo announcement, smart toys based on Nintendo characters were among the most desired smart toys in the US, Europe, and Brazil,” said Jason Coston, research manager at Interpret. “Lego’s mobile focus will position it particularly well in emerging markets where consoles face strong headwinds.”

Smart toy demand among kids

Above: Smart toy demand among kids

Image Credit: Interpret

GamesBeat

GamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. How will you do that? Membership includes access to:
  • Newsletters, such as DeanBeat
  • The wonderful, educational, and fun speakers at our events
  • Networking opportunities
  • Special members-only interviews, chats, and "open office" events with GamesBeat staff
  • Chatting with community members, GamesBeat staff, and other guests in our Discord
  • And maybe even a fun prize or two
  • Introductions to like-minded parties
Become a member