Ahh, the Season of Play

It’s that Ho, Ho, Ho time of year again. Yup, it happens every year about this time, although it seems like it started well before Thanksgiving, which probably makes this the Thanxmas season.

While the Ho, Ho, Ho-ing has been going on, I have been thinking about some things Santa might need to work on. I don’t know if there is enough time this year, but it’s worth the thought.

With all the talk about language, reading, and math deficiencies, toys seem like an excellent place to invest energy in learning through play. At the earliest of ages, children use their imagination as they play. What if a bit of learning was thrown in without them even knowing it? Many have tried, but few have succeeded because often business got in the way.

I don’t know about you, but I’m not seeing much of anything that isn’t a rehash of toys of the recent past or plastic slapped with a plethora of entertainment licenses. I long for something new and fresh. I know there are tons of reasons why innovation is slowed in today’s toy market, but where are those products that, ten to fifteen years from now, the kids of today will remember fondly? Sure, there is an excellent legacy of products from Lego year in and year out, and Paw Patrol was a super success at a homegrown property. To those, I give credit. Where is everyone else lately? Maybe it’s just me.

So, where’s the innovation for those kids 6-8? They are digital natives who are pretty much glued to screens. Probably can’t get them to put them away, but what if there were some products that encourage them to play digitally? It is hard for toy companies to wrap their heads around that since, well, plastic is plastic, and digital is someone else’s business.

Speaking of gaming, it’s still huge and growing, but it seems to be falling into a we-do-the-same pattern. I suppose chasing, battling, scavenging, and conquering are still the adrenalin-pumping fix most young adults love, but how about something different for those who, well, would like something different? I know it is expensive to create big titles, and the ebb and flow of company resources make it challenging to develop everything new. But it’s worth a try. Mario was a breakthrough decades ago, and it still has legs because not only was it fun, but it also has personality. AAA games have more personalities, but I’m not sure there is a lot of joy spread around them—just a thought. I’ve noticed that gaming companies, especially the big ones, aren’t like toy companies. Toy companies want to be first to market, and gaming companies seem to want to make sure they are in line with other game companies. I wouldn’t want to rock the boat- just an observation. There is room for the merging of the two thoughts.

Lastly, but certainly not the end of the list of things Santa and his team need to consider are those crazy Kidults. Yup, those older folks who collect and play with toys. This is a big, growing market. This goes back to what I wrote previously: Adults want to relive the excitement of toys they played with when they were younger. The thing is, how are we going to keep that going without memorable products today?

Regardless of all this speculation, advice, and suggestions from me, I want to wish everyone, no matter what you celebrate this time of year, a Happy or maybe a Merry Thanxmas.