Smart Toys Going Global

on Tuesday, Jul. 8th

If you thought Skylanders and Disney Infinity were just a fad it might be time to stock up on crow. The “smart toy” market looks to have international appeal according to research firm Interpret.

For those who are late to the party, Skylanders and Disney Infinity are video games that use collectable action figures with RFID chips which unlock game content and allow for customizable characters that can be swapped between versions of the game. The business has proven to be so successful for both Activision (Skylanders) and Disney that Nintendo is jumping into the market this Christmas with their own figures.

One questions looms: have we reached peak smart figure. If Interpret is to be believed, the answer is “not even close.” From GamesIndustry International:

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.


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