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Toy Companies ‘Terrified’ Of Tablets

NEW YORK,  (UPI) –  A U.S. toy industry analyst says toymakers Mattel and Hasbro are “terrified” of children turning away from traditional toys toward tablet computers.

Sean McGowan, managing director of equity research at investment banking firm Needham & Company, said children as young as 3 years old are receiving tablets such as iPads and Kindle Fires for Christmas this year, instead of Barbie and other traditional playthings, The Financial Times reported Tuesday.

“The top two guys, Mattel and Hasbro, they are terrified,” McGowan said. “They should be terrified, but the official party line is they’re not terrified.”

Hasbro officials said the company is working to catch up to the tech-savvy youngsters.

“Clearly, young people have an aptitude for and expectation with digital platforms that we need to recognize,” said John Frascotti, chief marketing officer for Hasbro.

Frascotti said one of the company’s attempts to recognize the importance of digital media is the reinvention of popular 1990s toy Furby, which now comes with a free mobile app used to “feed” the toy and translate its language, “Furbish,” into English.

Mattel officials declined to comment.

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  • Charles

    yep, when we lose power or suffer brown out or complete blackouts then what ? Kids are indeed tech smart but what will happen when they are asked to think without any aid?? I ordered a pizza a while back and this college kid had to use a calculator to make change..They are asking to cut back on power demand yet we continue to come up with more energy consuming ignorant devices like powered toothbrushes and like devices.. I use a regular non powered tooth brush and floss and I promise it works just as good !!

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