New gains in toy technology limit need for bells and whistles - new toys at 2002 Toy Fair - Brief Article

DSN Retailing Today, Feb 25, 2002 by Molly Prior

NEW YORK -- From the flashing lights and din of barking robotic dogs that marked last year's Toy Fair, it seemed toy manufacturers were communicating that technology would make any toy a great one. But by the first half of 2001, robotic playmates and puppies, roaring dinosaurs and interactive dolls had flooded the market. Soon after their arrival, industry watchers declared many of these once-highly touted innovations "watch me toys" with little or no play value.

From the looks of things at the 2002 Toy Fair, toy manufacturers have made great strides in the last year in understanding how to appropriately use technology to enhance play--and perhaps most important, when to refrain from interactive bells and whistles altogether. That said, technology still dominated showrooms, finding its way into even the most classic toy brands and properties.

Take Learning Curve, the manufacturer of Madeline toys, a classic property not often associated with technology. For the first time in Madeline history, the toy line will be infused with sound technology. According to a Learning Curve spokeswoman, "It makes the toys more modem without losing the integrity of the brand."

Turning to technology, in what could be characterized as the new techno-dependency, is a growing phenomenon that can be seen at many manufacturers. "Technology has permeated through all companies in the industry," said Pat Feely, president and ceo of Radica Games and chairman of the Toy Industry Association. "The whole of Toy Fair has became a bit of a techno play area."

Educational toy company LeapFrog has built its business, which grew 97% over 2001, on electronic learning aides that intelligently incorporate technology. Its electronic learning book LeapPad-- the consumer-named best toy of the year in 2001--sold more than 3 million units last year, more than both X-Box and GameCube.

Technology extends the life of a product because it allows the product to develop to fit the needs of the child, said Tom Kalinske, chairman of LeapFrog.

This year, LeapFrog is using smart scanner technology in its new preschool product, The Pretend and Learn Shopping Cart. By swiping their scanner over included food items, children learn fundamental preschool skills, such as counting, while exploring the food groups and role-playing.

One of the most creative and contemporary uses of technology at this year's show came packaged as a classic teddy bear. Teddy Ruxpin co-founder Mark Bradlee's new company, Wabi Inc., has unveiled interactive wireless bears called Wabi Buddies. Wabi Buddies essentially marry the next generation of wireless telephone technology with a cuddling plush bear. By picking up a telephone and punching in a personal identification number, parents and grandparents can send a personalized message of any length to their little one's Wabi Buddy. The telephone system will then hold the message until the child begins playing with the bear. Once the play awakens Wabi, the bear will giggle and, with the push of a button, deliver the message. Wabi Buddies are expected to retail for between $49 and $59 at major toy stores and mass retailers later this year.

Fisher-Price also unveiled several compelling toys loaded with lights and sounds. Kasey Kinderbot, one of the few robots to outlive the robot shake of 2001, helps ready kids for kindergarten through academic, social and physical play activities. Kasey is a friendly looking, animated pal who can do the "Hokey Pokey," swinging his arms, moving his head and twisting his waist all the while. Kasey the Kinderbot will be available at retail this August with a SRP of $74.99.

Also new this year from Fisher-Price is Blue's Clues' Mix 'N Music Studio. This music console allows preschoolers to mix music and record their own voices. Kids also can press one of six buttons to hear one of five classic preschool tunes or Blue's Clues' theme song. The Mix 'N Music studio will hit retail shelves in May with a SRP of $29.99.

If technology adds magic and enhances play, Fisher-Price feels it is appropriate, said Chuck Scothon, senior vp of marketing. "Kids don't think of it as technology, they think of it as magic," he added.

Irwin Toy added magic to drawing by using touch-screen technology to develop Spectacolor. Spectacolor is, essentially, a Magna Doodle, Etch A Sketch and Lite-Brite all rolled into one. By using their fingertips or a stylus, kids can create vivid color images. The image pad runs on batteries, making for a portable toy.

Mattel has scaled back the lights and sound in its Diva Starz dolls, going for a more streamlined, portioned and fashionable look. MGA Entertainment has infused technology with its Bratz fashioned dolls line with a new Bratz Mobile convertible that doubles as an FM radio.

"These days there is more recognition from retailers and consumers that technology for technology's sake doesn't make a good toy," said Scothon.