Feature - Tech Toys, Gadgets & Accesories

Tech ‘n toys seriously

With the world around us ever evolving, it’s little wonder the kids’ toys, games and educational products sector is increasingly influenced by technology. But with some parents still concerned about kids’ screen time, and pricing a key focus for consumers, does the tech category still have work to do? Toy World finds out, with help from some of the sector’s biggest - and cleverest – manufacturers.

In years gone by, differentiating between a tech and traditional toy often boiled down – rather simplistically - to whether or not the product had a screen. These days, the lines are far more blurred: computer chips, sensors, artificial intelligence, augmented reality, activity trackers (such as pedometers), app-enabled play and more have widened the parameters of the category substantially and with it, the variety of kids’ products with a significant element of technology built in. Whether you’re a staunch traditionalist or a fan of all things cutting-edge will shape your view of the sector, but we live in an age of self-driving cars, delivery robots and AI programmes that make Teddy from 2001’s Artificial Intelligence seem less fancifully futuristic, and more a toy of tomorrow. It’s not surprising tech is making its mark on the next generation.

For example, an Ofcom study from 2024 revealed that a quarter of UK kids aged 5-7 - already native tech users - have their own smartphones. Parents understandably want to communicate with their children and track their whereabouts to keep them safe, but this potentially grants kids access to unsafe materials online, somewhat undermining their intended use. The Kidiz Watch, from Kidi Communication, was created as a kid-safe, carefully curated alternative to the technologically overloaded smartphone experience, especially for younger users.

“We know that early, unsupervised access to the Internet can be problematic for children,” says CEO Jacob Levenberg. “Smartphones offer a vast range of tools, apps, notifications and online content, many of which are simply not age appropriate. At Kidi Communication, we believe that kids don’t need full internet access to stay connected or safe. That’s why our smartwatches provide only what’s essential: secure communication and accurate location tracking. Parents can call or message their child, track their movements in real time, view location history, or set safe zones, all from our dedicated mobile app. Children, in turn, benefit from a sense of independence - without being exposed to the open web or irrelevant distractions.”

Another 2024 study on "Technology-Enhanced Toys" (TETs) found that after playing with TETs, parents observed improvements in their children's fine motor skills, language and creativity, especially when parents supervised or participated in play. Tech toys have always excelled in education, with companies such as Learning Resources, Clementoni and Tonies turning everything from coding and botany to foreign languages and maths into engaging activities.

VTech's LearnBook Pro arrives for autumn/winter, packed with 82 educational games covering Reading, Maths, Science, Music, Art, Logic and French. However, VTech is also using tech to bring kids new ways to enjoy music - the company's new Karaoke Light Party is a portable, multifunctional Bluetooth speaker budding singers can use to hone their vocal talents safely.

“One of our core philosophies is that technology should always serve the play experience, not the other way around,” says Mike Lynch, senior Brand manager at VTech. “We carefully design our products, such as the Kidi DJ Drums and Karaoke Light Party, to make sure the tech elements support children’s learning and creativity, rather than distract or complicate things. Every feature is developed with age-appropriateness in mind, ensuring intuitive use and meaningful engagement. Whether it’s voice recognition, motion sensors or just general interactivity, the goal is to create an immersive and enriching experience that feels natural and fun for the child.”

Toy innovation company Wow! Stuff has taken immersive play to the next level with its groundbreaking Puppetronics range, bringing toys, puppetry and tech together. This year's Dolores Deluxe Puppetronic and Blue Training Edition Puppetronic by RealFX are both laden with tech that brings dinosaurs to life. The launches - following the success of Disney Stitch Puppetronic by RealFX - will be bolstered by the release of Jurassic World: Rebirth.

With consumers as price conscious as ever, the company has also recently unveiled its Deluxe Puppetronics range, which brings the magic of the emerging Puppetronics category to fans at a more accessible price point. Leading the way are Disney Chatty Stitch and Angel, both of which boast new ‘Pair Together’ technology.

"I want to ask my own team the same question!" replies Richard North, president of Wow! Stuff, when asked how the company has managed to introduce fresh tech while reducing RRPs. "They were challenged with a good, better, best strategy. What they found was that this wasn't easily applied to Puppetronics - a focus on price points drove the feature list. The new entry price point Puppetronics will set an even higher benchmark for interactivity and pricing."

Bandai continues pushing boundaries with its best-selling heritage brand Tamagotchi. The world's most iconic digital pet has been around since the 90s but has moved with the times, with each new iteration welcoming new tech to enhance gameplay. Considering the sheer amount of screens, devices and games vying for children's attention, Tamagotchi's enduring popularity is commendable. “Tamagotchi’s core gameplay revolves around nurturing, and this remains key in any new iteration of Tamagotchi that we release,” explains Kirsty Mackenzie, head of Marketing at Bandai UK. “We have introduced different tech features over the years, including colour screens, larger screens and different ways of connecting with friends; as Infra-red within the Connection model and wi-fi capability within the Uni version, the latter of which lets users download and update games. In our newest device, Paradise, we have gone even further and added a zoom feature to allow users to zoom into their Tamagotchi at a cellular level. We’ve listened to the feedback from kids and fans to distil the features they most cared about into our latest device, and we hope they will love it as much as we do.”

Hasbro is bolstering its assortment of high-tech interactive pets with DJ Furby, a plush buddy with an extra-long tail and a love for parties, collectible mini DJ Furblets, which can be attached to a bag or backpack for on-the-go musical fun, and Nano-mals, a new range of digital pets that taps into the fidget trend by encouraging kids to physically interact with their pet to keep them happy (and their heart meter full).

Spin Master made a strong entry into the Digital Pets subcategory in 2023 with the multi-award winning Bitzee, which shook things up with its screen-free tech gameplay - the pet's image is projected like a hologram onto an interactive touchpoint. New versions have launched since, with this year welcoming Harry Potter Bitzee and Jurassic World Bitzee, but the Bitzee Hamster Ball is the one to watch. Showcased at this year's Spielwarenmesse ToyPitch, it reacts to touch and movement with sounds and interactions, with 20 different hamsters to discover. Even better, you won’t be racked with guilt - and afraid to look - if you accidentally kick it across the living room, unlike a real hamster ball.

Speaking of kicking balls, do check out Golden Bear’s new Soccer Dash product. Falling under its new Strikesphere brand, Soccer Dash’s RFID sensor technology registers when the ball makes contact with the included targets, so young footballers can train at home just like the pros with six dynamic game modes to choose from.

When Spin Master launched Bitzee, it did so with clever try-me packaging. A simple tab allowed shoppers to lift the lid of the case and bring Bitzee to life, which, combined with its very strong price point, converted many on the spot. Not all tech toys are suited to try-me packaging, however, meaning companies have to find other ways to communicate their products’ tech features to shoppers. For obvious reasons, this can be challenging. Kirsty at Bandai notes that the move towards smaller retail packaging has reduced the amount of space available for on-pack messaging, so the company supports its Tamagotchi launches with POS and clear messaging, while also offering demo devices for in-store use. Retailers unable to accommodate these are also offered a raft of digital assets to help communicate Tamagotchi’s many features.

Toys as theatrical as Wow! Stuff’s Puppetronics benefit from live demonstration (as anyone who’s ever bumped into Richard with one at a trade show will attest). Failing that, social media videos of the toys in action also convey their innovative tech features. Richard says: “The ‘wow!’ reaction when kids, both young and old, play with Puppetronics works well on social media platforms, and this communicates what Puppetronics is about better than any packaging. The same applies in-store or on our retail partners' websites; if a picture (packaging) paints a thousand words, then a video paints 10x that - and a live demonstrator can sometimes deliver 20x the sales of a product sitting on a shelf.” So, when your next shipment of Puppetronics arrives, crack open a box, hand one to your most theatrical employee and let them have a bit of fun.

When it comes to high-tech toys, alongside main features, shoppers want to know their purchase is safe. Kidi Communication's packaging emphasises what matters most to parents: safety, connection and independence. “Safety isn’t a feature: it’s the foundation of everything we build,” notes Jacob Levenberg. “From the first line of code to the packaging design, child protection guides our choices. We offer secure contact lists, encrypted communication and parental control over chat, calls and camera. With location history, real-time GPS, geofencing and remote listening, parents stay informed through trusted tools they control. Our systems run on secure European servers and meet strict GDPR standards. We don’t rely on third-party platforms; everything - from app to backend - is developed and managed in-house.”

Mike at VTech says child safety is built into every stage of the company’s product development process. The vast majority of its toys are not connected to the internet, which naturally limits exposure to digital risks - products such as Karaoke Light Party connect to a music player via Bluetooth, rather than directly to the internet or music streaming platforms – and all products are tested extensively to meet, and often exceed, safety and data protection standards. Mike explains: “Our priority is to ensure that every child’s experience with VTech is safe, enriching and worry-free for parents.”

He adds that while there can still be a bit of hesitation, especially when it comes to screen time and connected features, VTech is seeing more and more parents and retailers embrace tech when it’s used thoughtfully: to enhance learning, develop key skills and prepare children for a digital future. “Our message is simple,” Mike concludes. “Not all tech is created equal. VTech products are designed to be age-appropriate, safe and genuinely beneficial. They bridge the gap between education and entertainment in a way that supports development, not just distraction.”

All that’s left to say is, read on if you want to “tech a look” (sorry) at the newest kids’ products joining the category this year.