Mattel's next Barbie can talk back

Interactive features are becoming more common to increase the value and engagement time of toys.

Toward the end of 2015, Mattel will be releasing the talking Hello Barbie, which is being developed in partnership with Toy Talk, a maker of entertainment apps for children. Once a smartphone app connects the doll online via Wi-Fi, the child's words are sent to a secure server. Staffers write responses to the conversations the children bring up. The doll is equipped with a speaker and microphone, which is only active when children press down on the button.

Barbie's new voice represents a trend in toys. According to a report by Global Industry Analysts, there is a decline of engaged play with toys and games among young children. The report's analysis suggests that this is in part good news for low-price toy makers and sellers because it means new and different toys are being introduced. Toymakers such as Mattel are attempting to give longer life to their toys by adding increasing levels of interactivity, also likely hoping to avoid downward pricing pressure on their premium brands.

Many companies are creating products that bridge real-world and virtual toys to be competitive in the market. Such is the case with the LeapFrog Reader, which enables parents to download audio from the website that includes some customization options for the child in particular. For example, parents can customize the toy to recite the child's name. When the Reader is positioned over a particular area on a traditional board book, the toy speaks a few phrases.

See a comparison table of dolls suppliers on GlobalSources.com