This year’s toy fairs again showed an industry in hot pursuit of products that adeptly transcend digital and physical play, and whilst high profile failures are worthy of reflection it is still very much an area with heavy investment and audience demand.
In preparation for our masterclass at this year’s Children’s Media Conference, I grabbed children’s UX and digital toy expert Lucy Gill to pool our thoughts on why so many products fail, who is doing (some!) things right and why emerging digital technology might just save physical toys, again.