Software apps bring new fun at toys and games fair
Products paired with smartphones and tablet computers steal show as conventional manufacturers fight for share of shrinking market
Creators of software applications have parachuted into one of the world's largest toy shows, raising to dizzy heights the bar for conventional toymakers to compete for a slice of a shrinking market.
The new breed of toymakers touting products paired with applications for smartphones and tablet computers made their debut yesterday at the Hong Kong Toys and Games Fair, joining almost 2,000 exhibitors at the four-day event that is marking its 40th year.
In addition to showcasing the latest hot toys, the fair serves as a bellwether for an industry challenged by rising costs, safety issues, technological advancement and the wider use of hand-held electronic devices.
The future is combining applications with conventional toys
Against this backdrop, some exhibitors of conventional toys are fighting for survival by rejuvenating product designs, adding gimmicks and cutting costs.
"The future is combining applications or social media with conventional toys," said Wilson Chiu, whose Global Manufacturing Partners is an original equipment manufacturer of toys that branched out into applications for the business.
"The toy industry has a future as soon as we OEM firms add value to the traditional business."
His company, which produces toys for brands such as Fisher-Price, Wal-Mart, Toys 'R' Us and PEZ, moved into this new field using augmented reality technology two years ago. It has since built up a team of 17 staff in Hong Kong backing an investment of HK$3 million.
The company launched at the toy fair augmented reality games that children use with smartphones or tablets to interact with images on a T-shirt or with a plastic toy. The games encourage children to touch and interact with the object and play with adults.