The founder of the Digital Kids Show, Aisha Tilstone, believes more toy companies need to embrace tech in order to stay relevant to today’s marketplace.
“Any toy company that doesn’t embrace developing toys that are tech-enabled or toys that boast a STEM element will be in trouble,” Tilstone told ToyNews.
“There’s a generation of children that don’t watch TV anymore. They watch YouTube on their iPads. While cuddly toys will always be something children grow up with, the fact is that they would prefer one that talks back to them and one that they can interact with.
“That’s the way the industry is moving. In a few years, toy firms without a tech arm will become obsolete. You have to keep up with the emerging generation.”
Tilstone is now urging toy firms to get involved in this year’s Digital Kids Show in order to align themselves more with technology. The show will take place in Manchester’s Event City on October 29th and 30th and will feature six zones where kids can play games, test apps and learn how to keep safe online.
“Visitors will also be able to touch, feel and see these products, then buy them if they want to,” concluded Tilstone.