iPix: Paradigm Shifter #2

February 23, 2009

In my last blog entry, I spoke about three products I saw over the course of my visits to the Dallas, Hong Kong, Nuremberg and New York toy shows. What they all had in common were that they were truly paradigm busters. Not in how they deliver play but in how they will affect the very way we do business.

This is number two in the series and it focuses on "iPix" from iToys. To put it simply, "iPix" is an iPod for cartoons. Designed for ages 3 and up, the video player is waterproof , shockproof and durable. It looks good and comes in two styles: One for younger children and another, sleeker version for older kids.

What makes this product a paradigm buster, is the after market it creates for iToys. Simply put, it allows iPix to operate like Apple and generate revenue by streaming atoms over the Internet. There is no warehousing, raw materials, freight or duty.

Parents can for a small fee download cartoons from the iPix website. The iPix library currently includes cartoons from Nickelodeon, Kid Entertainment, Cartoon Network and more.

Congratulations to iToys for creating a product that not only provides great value but shows the way for toy companies to move beyond the constraints of the traditional toy industry manufacturing based business model. Great job iToys!

Posted by Richard Gottlieb on February 23, 2009 | Comments (1)

February 24, 2009

In response to: iPix: Paradigm Shifter #2
Nate Scheidler commented:

How is operating like IPod and ITunes a paradigm buster? It seems to me they are just trying to copy an already successful model, albeit with a few tweaks for durability and age-appropriateness. There is also the drawback of ongoing parental layer as the approver of content (both from content and appropriateness). And its really difficult to call this a toy too, since its a media player. There's no real interactive layer beyond the control set, or trying to grab it from your sibling. I wouldn't call this a paradigm shifter. I'd call this looking for a new profit center.