"The latest estimates say the app market will be worth $25 billion by 2015 and if the toy market can take just a tiny slice of the pie with toy based add-ons then we could be witnessing the beginning of something substantial.

At the end of last year we saw a handful of widely applauded (but largely only loved by the geek press) brands open up this new category but it felt like it coughed and spluttered a bit into Christmas."

Click here to read Jenkinson's column in full.

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