Roboraptor charms the toy industry
‘In guard mode, the toy will strike out at those who come too close, while in play mode it wiggles its tail when touched. It’s this kind of detail and creativity that has made the robot a top seller this year
At some point in the past 10 years or so — opinions differ as to exactly when it was — people working in the British toy industry began to notice something troubling. Toy marketers, perhaps to counterbalance the idea that they spend their days playing, pride themselves on their keen business sense. But now the figures weren’t adding up: children were getting less and less interested in toys.
Chrissie Cheshire, a boys’ toys buyer for Woolworths, started receiving research reports showing that “kids don’t really have toys on the top of their Christmas list from the age of about six these days.” They wanted mobile phones and PlayStations instead. “A few years ago, Barbie was sold up to the ages of 10, 11 or 12,” said Andy Myall, editor of the industry magazine Toys ‘n’ Playthings.’
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