Feature - Tech Toys

This year, digital pets are dominant in the category as an emerging (or re-emerging) trend. The original Tamagotchi, which was seen as a futuristic gadget when it was first introduced in 1996, has now grown and adapted to a new world where technological advances occur much more frequently than two decades ago.

Last month, Bandai revealed the upcoming Tamagotchi Uni, which will allow users to connect in a completely new way to the Tamaverse, the metaverse of the Tamagotchi world. Fans can now play together using the Tamaverse’s Tama Arena, Tama Parties, Tama Fashion and Tama Travel features, opening up the fun on a global scale. Tamagotchi Uni enjoys many new features, offering each fan their own unique experience, including DIY activities, exploration with their character and an in-device social platform.

Spin Master has unveiled its own new digital pet with the upcoming Bitzee, launching this month. An innovative toy which kids can touch, feel and interact with, the company has reimagined a once two-dimensional interaction and infused it with colour, gamification and collectability. The line was a hit at the recent Toymaster show, where it was revealed to the UK independent retail market, with many predicting success and keen to promote Bitzee on their social media accounts.

Richard Dickson, UK/ROI sales channel director at Spin Master, says: “We’ve broken the digital pet out of the screen and brought it to kids’ fingertips, offering them a totally new play experience complete with collectability and gamification. Kids are loving how Bitzee crosses both digital and physical play, allowing them to really touch, feel and nurture up to 15 digital pets all in one pod.”

While Bitzee champions new and previously unseen technology, Tamagotchi Uni is aiming to enjoy success both with its new features for today’s tech-savvy kids and as an item with nostalgic appeal, bringing what is essentially a vintage game to millennials. Kirsty McKenzie, head of Marketing at Bandai, explains: “Tamagotchi has a duel fanbase. When it was relaunched last year as the Tamagotchi Pix, the first people to pick it up were adult fans who played with it when they were little. But then millennials were also interested because of its retro appeal and the Japanese anime trend. “

The Tamagotchi Uni has evolved Tamagotchi for the millennial market. “It can now be connected to Wi-Fi, it has new content, and it has updates,” adds Kirsty. “Kids today are impatient and always looking for newness, which is what we’re giving them with this product. We have adapted our marketing to reach the new audience through influencers and TikTok.”

Another nostalgic game coming to life digitally is Twister. In this popular party game, a spinner determines which colour spots players put their hands and feet on using a mat on the floor - the first person to fall, after players’ limbs inevitably get intertwined, loses. This year, Hasbro unveiled Twister Air. The new app-enabled game takes the classic Twister gameplay fans know and love from the mat to the screen, using augmented reality. With Twister Air, the party moves onto the player’s smart device; players reach, clap, swipe and strike poses to music beats as they scramble to earn points by matching wrist and ankle bands to the coloured spots on the screen.

When the game launched in May, Adam Biehl, SVP & general manager, Hasbro Gaming said: “For over 55 years, Twister has been a household name thanks to the iconic polka-dotted mat that puts you, family and friends in unusual positions and hysterical situations. This new version of Twister will implement augmented reality technology to bring classic Twister gameplay that originated in the 1960s to modern-day and will give players of all ages an exciting new, music-inspired experience to make memories from.”

Augmented reality (AR) has been a recent highlight in the tech space. At HoloToyz, the newly launched AR Paw Patrol Tattoos and Stickers has become a bestseller, captivating children with the interactive and immersive experience. Kate Scott, founder and CEO says: “Partnering with Paramount to produce this range has been a fantastic experience. What sets our collaboration apart is the innovative use of our 'Awesome Reality' technology, which has revolutionised the way children engage with their favourite characters. We know that children love tattoos and stickers — what we have done is extended the play value and enhanced them in a way that’s relevant to Gen Alpha.

“Through our AR technology, we have brought the iconic Paw Patrol pups to life in a way that has never been done before. By scanning our tattoos and stickers with a smart device, children can see their favourite characters jump to life and bring them into their own rooms. This interactive and immersive experience has created a sense of wonder and excitement among our young fans, allowing them to interact with their favourite characters from the big screen in an entirely innovative, modern and unique way.”

As well as enjoying items where technology is used to enhance the play experience, many tech toys provide a neat way to offer learning and skill development. Parents are always keen for there to be educational and developmental value in their kids’ tech play, but safety remains a huge factor for companies to consider, especially with tech toys which are connected to the internet. Manufacturers work hard to ensure that responsible restrictions are in place.

Rebecca Lazarus, UK marketing manager at VTech, tells us: “We prioritise safety and ensure our products provide a secure environment for children to engage with technology. The Genio Max, My First Laptop from VTech, introduces children to the multimedia world in a safe and guided way. Parents can set the days and times their children can use the Genio Max and have controls for allowing access to specific websites. By offering parental controls, we empower parents to customise and manage their child's experience, ensuring a safe and controlled play environment.”

HoloToyz’ Kate Scott backs up the importance of safety, saying: “Our products have been certified by the esteemed kidSafe Seal certification from the kidSafe Seal Program, a renowned initiative dedicated to online safety for children.” This certification assures parents that the HoloToyz app offers a secure and protected digital environment. “Our app operates as a walled garden — we don't collect any data, there is no registration required, and there is no in-app advertising or purchase requirements,” she adds. “As a company, we recognise the importance of bridging the gap between physical and digital play, while valuing the significance of physical play for children's cognitive development. We understand that excessive screen time can limit opportunities for hands-on exploration and hinder crucial aspects of learning and growth. We believe that physical play nurtures fine and gross motor skills, spatial awareness, problem-solving abilities, and imaginative thinking. By introducing both physical and digital elements, we aim to provide a balanced play experience that promotes cognitive development and creativity.”