Companies are shifting to digital, interactive toys

Increasing demand for educational and interactive toys are pushing manufacturers toward going digital for its products.

Traditional toy makers are now starting to shift from physical to connected and interactive toys. With the expanding technological landscape, toy manufacturers are feeling the pressure from those in the tech industry, which unwaveringly produce mobile devices where apps and games can be installed. A survey by Common Sense Media revealed that 75 percent of US children under the age of 8 have access to a smartphone or tablet. Of these, 63 percent use the devices to play games.

Apart from providing entertainment, digital toys are becoming more educational. Several STEM toys, for instance, now integrate robotics, which enhances interactivity and learning Investment in such products will likely continue its rise, with retail giants, including Target, Best Buy and Wal-Mart featuring digital toys in their stores.

Among the companies that have expanded in the digital toys and video games arena, is Denmark-based toy brick-maker Lego. The firm announced recently the release of the Lego Boost, which aims to teach children about coding. Another platform called Life allows users to share their unique Lego creations with others.

US-based Mattel, meanwhile, is also embracing the digital shift by launching a collection of Internet-connected toys.

While there are definitely questions over how effective educational digital toys are compared to traditional ones, it is suggested that the best play activities for children encourage them to be active and engaged, and spark interactions. These are what interactive smart toys are pushing for.

Physical toys aren't going away anytime soon. However, this change shows that future ones will evolve dramatically and take advantage of the current technology. It also indicates that more smart and developmental toys could be on the way as it looks to be a profitable market for companies, and more parents demand toys that not only entertain, but also educate.