'Smart toys' are products, like Skylanders, that integrate physical toys and video games.

Over 72 million kids interested in owning ‘smart toys’, says Interpret

Entertainment, media and technology market research firm Interpret has revealed that over 72 million children are interested in owning ‘smart toys’.

Based off its syndicated GameByte study, Interpret has found that smart toys, ones that integrate physical toys and video games, have a high chance for success across most major kids game markets, with more than 72 million kids expressing interest in ownership.

“The US already has a robust market for smart toys such as Skylanders and Disney Infinity,” said Michael Cai, senior VP of research at Interpret.

“Strong growth opportunities also exist in emerging gaming markets such as China, Brazil, and Russia, where more than 90 per cent of gamers ages six to 12 are interested in smart toys.”

The firm also believes new entrants such as Nintendo Amiibo and LEGO Fusion will boost the market further.

“We tested interest in an extensive list of current and potential smart toy brands and even prior to the Amiibo announcement, smart toys based on Nintendo characters were among the most desired smart toys in the US, Europe and Brazil,” added Jason Coston, research manager at Interpret.

“LEGO’s mobile focus will position it particularly well in emerging markets where consoles face strong headwinds.”

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