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This Year, It's a High-Tech Toy Story
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No wonder toymakers are wrestling with the question of when is a toy a toy.
"I would say the toy industry is facing its stiffest competition ever from non-toy categories, and with rapidly advancing technology, I wouldn't say this is a trend that shows any signs of slowing," said Anita Frazier, an analyst with NPD Funworld.
The NRF had been reluctant to count electronics in its toy category, said Scott Krugman, a spokesman for the trade group. But annual surveys, which asked respondents to list the toys they planned to purchase, were conclusive: Customers "are the ones that are saying the iPod is a toy," Krugman said.
This year's Toys R Us hot list, as well as one compiled by Byrne for the trade magazine Toy Wishes, feature iPod-friendly products. One is Iz, a sort of peanut with legs that lets its owner create music tracks and sound effects like a DJ by moving parts of its body. Offered by a new company called Zizzle for $30 and up, it can even be set up to play music from an iPod.
The second is the iDog by Hasbro for $24.99, a lovable pup that can lift its ears, tilt its head and groove to the sound of music. It, too, comes with built-in speakers -- a tote bag and sweater set will also be available so that the pooch can travel in style.
The product was intended for children, Cullen said, but it has also sold well among adults. In fact, she keeps one on her desk.
"Right when it came in, we definitely said this was going to be for adults as well as for kids," Cullen said.
But that does not mean it is time to toss out the toys that may be lacking in bells and whistles -- and that require a little imagination. Along with Barbie, the Bratz line of dolls, Dora the Explorer and anything relating to Disney's long roster of princesses also made the NRF's top 10 toy categories. And boys will still be playing with Thomas the Tank Engine and riding around in Hot Wheels this holiday season, the survey said.
Though the new toys get the biggest buzz, analysts said, the holiday season is still steeped in tradition. And kids are still, well, kids.
"There are certain toys that just transcend," Krugman said. "Each year, they're on the list, guaranteed."
