The power of three dimensional toys; what I learned from a three year old
There is a nice article posted by the Gerson Lehrman Group, a company that links experts with institutions, entitled "A Revolution is on its way on the Toy Market!" An awkward title from an anonymous writer, the article makes the point that the new iPad is going to have a major impact on how children play.
I am a consultant with the Gerson Lehrman Group but do not know who wrote the piece so cannot vouch for the writer's credentials. I do however agree that the iPad will have an impact on play. I just think that the impact will be more evolutionary than revolutionary. Yes kids will play with more sophisticated electronic toys but the sales will cannibalize less sophisticated electronic play and not the toy industry.
This was reinforced to me this week as I sat on the floor and played a stacking game with a three year old. It was fascinating to watch him learn about the physics of the real world by seeing how shapes fits together and how blocks stack.
There is something about physically touching a toy, feeling its weight and texture in your hand; catching the pleasant scent of real wood or the maybe too recognizable smell of plastic; and even getting a block aimed at your head by a frustrated child (in this case we also learned a bit about crime and punishment).
So, okay, the author is right that iPad is going to change the world. It's just that the world it will change will be the virtual world and not the real world. Bottom line, there's plenty of life left in traditional three dimensional play.
Vilde commented:
Agreed! Virtual games on a screen can indeed be fun, but when I was little, my favourite toy was always stuffed animals. Why? They are soft and and you can cuddle with them, hug them! I don't think anyone can disagree with me when I say there's not much use in hugging an iPad.
Philippe Guinaudeau commented:
Hi Richard,
I have to plead guilty for this article on the GLG (and you know my credentials)! I believe I wrote the following:
Toys are all about replicating what adults do, one way or the other. Kids always learn from what their family do, create new worlds in regards to what their experience are. Just consider how much the face of the market has changed in the past 30 years, with the new interactive toys. Fisher price's offering, as well as Leapfrog's and Vtech's best demonstrates the changes in this market.
So, with the development of the technology, the Toy Industry have a tremendous opportunity to innovate on the key basis of toys: Fun & Learn.
In the very near future, we know our kids will be able to:
1. Play virtual games on their iPad, why not thinking about a mega "Monopoly" game with this device,
2. Exchange with their friends at school; play music on a virtual keyboard rather than "hard instruments" (imagine how weird it will be to create a band playing on iPads ),
3. Create "virtual life" with their clones playing on their friends' devices ...
4. Play with Augmented Reality "iPad" devices, mixing actual toys and virtual playgrounds.
In fact, the revolution will come from the fact this new technology will impact:
1. The play patterns. It will deeply impact the way kids will interact with each others: there will be a much wider scope of possibilities (although basic human behaviours will remain).
2. The distribution channels. Indeed, the Toy market can duplicate its expansion by combining both on & offline sales as well!
That being said, the only way to differentiate oneself in the toy market is through creative gameplay and topics. So, watch out the new products coming soon.
Philippe
Mike commented:
Deep down, most people in the business understand the superior value of play with physical toys. Too bad they spend all their professional energy trying to kill them off (or at least advancing everything else) because it is all about money and hype, first and foremost.
bruce lund commented:
There is a unique pattern of thinking and resulting ideas that comes from the manipulation of 3D objects, toys for instance, that does not occur when manipulating objects/images in 2D.
You are spot on Richard. And the lesson is one that needs to be broadly disseminated. The power of toys. It is how we learn about the very real 3D world that we will spend our lives dodging and weaving so as to survive to a ripe old age.
Ryan Hamilton commented:
Completely agree Richard! This point was driven home to me while reading "The Minds of Boys" by Michael Gurian a couple years ago (great book by the way). He points out that young children's brains actually grow more when they interact with physical objects than when they interact with screen representations of those objects. The need for physical play with real "meatspace" toys is greater than ever!
