Retail in Asia

In Trends

Toys getting integrated with mobile devices

From smartphone-controlled toys to high-definition microscopes to single button operated baby strollers, toys showcased at the recent Hong Kong Toys & Games Fair and the Hong Kong Baby Products Fair maximized the use of technology to create innovative products never before seen in the market.

The integration of mobile devices and traditional toys is already a trend. E-SUPPLY International Ltd., which showcased a smartphone-controlled, bubble-blowing helicopter, said they have been focusing on developing remote control toys that can be controlled by mobile devices (iOS and Android). Their designers have combined the highly engaging activity of bubble blowing with the remote control helicopter.

Kenes Cheung, Business Development Manager, E-SUPPLY International Ltd., however said that the biggest challenge was to prevent users from wetting the circuit board when they fill in the bubble solution so they invested a good deal of efforts in waterproofing the design. The product is already on sale in major Hong Kong toy stores, with a recommended retail price of HKD260 (USD).

Meanwhile, Eastcolight (Hong Kong) Ltd. introduced a high-definition microscope supports photo and video taking, FM radio and e-book functionalities. Users can output the image to a TV or computer screen for sharing with friends. The product was named best toy in the educational toys and games category. It also recently received a gold award from the China Toy Association.

Sallet Sze, General Manager of Eastcolight (Hong Kong) Ltd. said the LCD Digital Microscope’s recommended retail price is between USD129-149, and is particularly popular with buyers in emerging markets such as Russia and South America.

For babies, the iBabyGuard Infant Snooze developed by iBabyGuard International Pte. Ltd. allows parents to monitor the baby’s breath and alert parents when babies wake up. Using their smartphones, parents can also stream music and MP3 audio to the product’s speakers and keep a weekly log of the baby’s sleep quality.

iBabyGuard International Pte. Ltd.’s Director Josephine Tan said the product is the world’s first smartphone-connected (Android OS and iOS) baby heartbeat monitoring device, with a recommended retail price of USD399.

Cheung Tak Ching, Past President of the Toys Manufacturers’ Association of Hong Kong and one of the judges at the Hong Kong Toys and Baby Products Award, said the participants in this year’s fair have performed exceptionally, creatively infusing electronic and educational elements into their products and enhancing the products’ functionality and attractiveness.

"The competition is going to encourage more manufacturers to invest in the development of original designs to meet the market’s demands and challenges,” he said.