It’s axiomatic that in the toy industry new technologies prompt toymakers to scramble for applications. In 1959, Mattel developed an encased phonograph unit that could sit in the tummy of a doll, and voilà—Chatty Cathy was born. That same technology powered the See ‘N Say, which taught a generation of kids to imitate cows…among other things.
Computer chips took interaction to the next level, starting with Simon in 1978, and the industry was off to the races, as it were. As each new tech found its way into the mainstream culture, it eventually (or speedily) found its way into toys.
From toy cellphones from preschoolers to elaborate contraptions like Microsoft’s ActiMates, the toy industry, as it always has, reflected the adult culture. Remember, A.C. Gilbert in the early 20th century said the original Erector sets were designed to look like the towers arising along the railroad tracks.
This year’s new technology is AI. With yesterday’s announcement by Mattel that they had entered a strategic collaboration with OpenAI, the tech moves center stage. There are no announcements of toys yet, and it may be some time before the show up. However, it’s an easy guess that He-Man–and Barbie and Hot Wheels–will all accrue new super powers to appeal to future kids.
Other companies have been dabbling in AI as well, and we’ve seen products in development from many different manufacturers that have yet to see the market. Some have planned release dates, but those, too, are changeable. (We also expect that “AI” will be used as a marketing tag, whether or not the technology is really present.) Hey, it’s the toy business. Would you expect anything else?
I have no doubt that the amazing creative minds at Mattel will find new and innovative ways to leverage AI. It’s already being used in the background on interactive toys, including Sky Rocket’s Poe, The Storytelling Bear, the Amazon-enabled books from Readyland, and others.
Yet as we’ve learned from the market time and time again over the years, technology on its own isn’t enough. The toy scrap heaps are littered with toys that an adult thought was cool because of a technology but that left kids cold. It’s always essential to bear in mind that a “wow” for a kid is often very different from a “wow” to an adult. No matter how advanced the gizmo, or what the whiz-bang tech can do, you always have to come back to the question: Why is this fun for a kid? Whatever the technology, it’s only effective when it serves a play experience that is both relevant and engaging to the intended, kid audience.
Personally, I’m excited to see how companies will continue to use AI. It’s an incredible tool for design, research, and creating images. At the end of the day, though, all of that must result in a play experience that appeals to a child’s intelligence—and that’s anything but artificial.
How are you seeing AI impact your business?
Poe photograph, courtesy Sky Rocket Toys
Other photographs © Christopher Byrne
