Appeal of smart toys spans globe - Report

Interpret research says 72 million kids worldwide interested in toys-to-life games

The smart toy market still is already big, but it has the potential to get a lot bigger. That's according to the latest GameByte study from market research firm Interpret, which determined 72 million kids worldwide are interested in the toys-to-life genre.

Interpret found the US already had a significant market for the toys with 22.4 million gamers ages 6-12 being interested in them, but it emphasized their significant and largely untapped potential in some other markets.

Interpret put the interested Chinese audience at 14.8 million children (second only to the US). The next largest audiences for smart toys were Brazil and Russia, with interested markets pegged at 10 million and 7.7 million kids, respectively. Within those three countries, Interpret said more than 90 percent of gamers ages 6 to 12 are interested in the toys.

The genre is about to receive an influx of competition, and Interpret found efforts from Nintendo and Lego were well-positioned to take advantage of the trend.

"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 Interpret research manager Jason Coston. "Lego's mobile focus will position it particularly well in emerging markets where consoles face strong headwinds."

Latest comments (3)

Andrew Goodchild Studying development, Train2Game3 years ago
All of the great marvel art, why did they choose that ugly style? I think Iron Fist may be modelled on Jay Leno.
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Jed Ashforth Senior Game Designer, Immersive Technology Group, Sony Computer Entertainment Europe3 years ago
@ Andrew It's the existing house style for Disney Infinity, all of the figures (regardless of which IP they originate from) share a common look and feel in their sculpts.
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Andrew Goodchild Studying development, Train2Game3 years ago
Fair enough, does mickey mouse also look like Jay Leno?

More seriously, I can see that style may work for Buzz Lightyear, but I generally avoid any more serious comic books that use styles like that. It just jars with me. I know it's not aimed at me, but I'm pretty sure it would put off my 9 year old too.

EDIT: Just looked at some of the other figures, the Star Wars and Jack Sparrow ones look not bad, the Pixar ones are quite close to source, they've slightly rounded off Frozen (a dangerous move if you don't want 5 year old girls to write tear filled letters), but not strayed too far, so although I see what you are getting at with the house style, it seems overly exaggerated specifically on these Marvel ones.

I guess I should be pleased, as I'd be tempted to it for my kids if the Marvel ones looked better.

Edited 1 times. Last edit by Andrew Goodchild on 7th July 2014 2:32pm

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