Classic Toys Go Digital

On the front page of a Sunday New York Times (February 26, 2012), an article proclaimed, "Go Directly, Digitally to Jail?  Classic Toys Learn New Clicks."  The article talked about how, to recover from poor sales in 2011, toy companies are turning out digital versions of the classic toys such as Monopoly, Barbie, and Hot Wheels.  The article provides an insight into the thinking of marketers in the toy industry:

“We know that kids are going to play with technology, with iPhones and iPads and Android devices,” said Chuck Scothon, senior vice president for marketing for Mattel’s North America division.  “Our job is to not necessarily avoid that, but if you can’t fix it, feature it.”

John Frascotti, Hasbro’s chief marketing officer:  “While parents might want certain things, kids enjoy their mobile devices.  This allows parents not to have that confrontation with kids.”

John Alteio, director of toys and games for Amazon:  “Kids like to play with the gadgets that they see their parents using, so I think it makes sense for toy makers to find a way to freshen up."

Laura Phillips, senior vice president for toys at Wal-Mart:  “The future of play is trending towards a seamless integration between a physical toy and digital add-ons.  This innovation is extremely important to keeping kids engaged and keeping toys more relevant.”

Lutz Muller, a toy analyst for Klosters Trading:  “iPhones and iPads, while extremely popular, are still very limited in real numbers — they’re expensive, they’re adult products, and yes, kids take them and use them, but you have to ask yourself just how far they will go."

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