“The US already has a robust market for smart toys such as Skylanders and Disney Infinity,” said Michael Cai, Senior VP of Research at Interpret. “Strong growth opportunities also exist in emerging gaming markets such as China, Brazil, and Russia, where more than 90% of gamers ages 6 to 12 are interested in smart toys.”
Interpret, is a leading entertainment, media and technology market research firm. They recently revealed that the most current state-of-play data for smart toys worldwide, based off its syndicated GameByte® study. According to the study, smart toys that integrate physical toys and video games have a high chance for success across most major kids game markets, with more than 72 million kids expressing interest in ownership.
New entrants such as Nintendo Amiibo and Lego Fusion introduce new platforms, IP, and business models, and will provide a boost to the market. “We tested interest in an extensive list of current and potential smart toy brands and even prior to the Amiibo announcement, smart toys based on Nintendo characters were among the most desired smart toys in the US, Europe, and Brazil,” said Jason Coston, Research Manager at Interpret. “Lego’s mobile focus will position it particularly well in emerging markets where consoles face strong headwinds.”