Virtual Worlds Conference Day 1 – Where are the toy industry people?

Yesterday I attended the first day of the Virtual Worlds Conference at which I moderated a panel discussion on the topic of “Why Virtual Worlds Are the New Saturday Morning TV.” With the recent surge in the toy industry of virtual world enhancements a la Webkins and Bella Sara I fully expected to see a lot of toy people present. There was, however at best, a handful. 

There are a number of topics being covered that relate directly to toys:

• The evolution of the toy industry: Retail, virtual worlds and kids
• Marketing to children in virtual worlds: At play or as prey?
• Case study: Barbiegirls.com
• Branded virtual goods
• The top ten things a brand should know about virtual worlds

In addition to the seminars, there are, as at any show, numerous opportunities to network with people who work in and therefore fully understand this interesting and a bit exotic industry. Let me tell you that after spending a day at the conference, I can affirm that there is a whole lot to learn.

More and more traditional toy companies are going virtual. If we, as an industry, are going to pursue this aspect of play and pursue it well we are going to have to understand the industry and, more importantly, the mindset of the children and parents who engage in virtual play.