Toys that rock: Playing with interactive music
By JON WATERHOUSE
For the Journal-Constitution
Portable digital music players are everywhere. At the gym, the office and even after-school play dates.
Yes, play dates.
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| iFish Interactive Music Companion. |
Kids between the ages of 2 and 14 spend an average of 44 minutes at a time listening to portable digital music players, according to a January report by the NPD Group, which monitors retail trends.
But kids aren’t just bobbing their heads and singing along. They’re actually playing with interactive musical toys that connect directly into a child-friendly mp3 players.
“Without a doubt, kids are digital content natives,” said NPD analyst Anita Frazier in a recent statement. They’re capable of easily navigating between mp3 players and other digital toys without missing a step. “The real challenge for marketers is to be one step ahead of their competition, providing the content and technology kids crave.”
That’s why so many toy companies are offering mp3 player-compatible toys — from dancing animals to mock rock instruments. Prices start around $30 and can reach $100 for more advanced toys.
“They’re essentially iPod accessories for kids,” says Jim Silver, editor-in-chief of “Toy Wishes” magazine. “Today, you see children playing on computers at 18 months. So, many toy companies are enveloping into family entertainment companies.”
This multi-faceted entertainment adds another dimension to the child’s listening experience as well.
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