Number of Kids Interested in Smart Toys Tops 72 Million

Interpret, a leading entertainment, media and technology market research firm, today announced the most current state-of-play data for smart toys worldwide, based off its syndicated GameByte® study. According to the study, smart toys 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% of gamers ages 6 to 12 are interested in smart toys.”

New entrants such as Nintendo Amiibo and Lego Fusion introduce new platforms, IP, and business models, and will provide a boost to the market. “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,” said Jason Coston, Research Manager at Interpret. “Lego’s mobile focus will position it particularly well in emerging markets where consoles face strong headwinds.”

About GameByte®

GameByte® is a syndicated study designed to understand gaming adoption and behavior across multiple platforms in 10 global markets. It includes attitude and behavior data for every relevant gaming business model, including retail console games, PC games, downloadable game apps and in-app purchases, subscription MMOs, freemium online games, downloadable content (DLC) on consoles, casual games, and social games. The comprehensive sample includes kids 6-12 and teens/adults 13+, all from the US, UK, Germany, France, Australia, China, Japan, South Korea, Brazil, and Russia. GameByte® is available as a subscription, or you can purchase individual data modules or reports by business model and market.

About Interpret LLC

Interpret is a leading cross-media market research firm. The company applies proprietary, cutting-edge methodologies and extensive category knowledge to help clients plan, test, and measure business strategies in the fast-evolving media landscape. Interpret’s unique combination of syndicated measurement products and custom market research services provides a common language across media for the key stakeholders of the digital age.


Alex Dillon, 310-981-4763

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