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MindRacers players throw tokens at the launchpad to direct their cartoon cars to “spin,” “attack,” and “boost.”. “Osmo is all about this convergence of digital and hands-on play,” said company co-founder Pramod Sharma. “MindRacers is about fast, critical thinking and strategy. “(The screen) can actually make any toy funner. Whatever you have in your hand, the iPad can see — that’s what we’re trying to master.”. Mattel also is taking a new approach to its community partnerships. Workers recently brought a load of big bouncy balls, coloring books, Hot Wheels tracks and other games to a play event at Jefferson Elementary School in Lennox.

Students lined up for the chance to play with the tried-but-true toys at the event, which will now take place yearly, But however fun those classic games are, they won’t be at the top of Christmas wish lists this year, Robot-building kits, interactive dolls with “personalities” that are more expressive than ever, highly personalized video games and drones are the most sought-after games of the season, Three out of 10 kids play on a mobile device every day, according to market-research firm NPD Group, That statistic is changing everything, allowing tech startups to encroach white satin ballet flats on market share previously locked down by corporations like Mattel and Hasbro..

“There’s no question that Mattel has to go digital,” said Omar A. El Sawy, president of USC’s Data Sciences and Operations Department. “But the question is: How do you do it? Who do you partner with? How do you keep your focus?”. El Sawy researched LEGO’s turbulent but ultimately highly successful digital transformation. The colorful brick-maker’s worth is $7.9 billion and rising, according to Forbes. Its nearest competitor is video game maker Bandai Namco, worth $1 billion.

Fischer-Price, Barbie and Mattel brands follow at $773 million, $388 million and $252 million, respectively, according to Brand Finance’s annual report white satin ballet flats in March, But, in 2000, LEGO verged on defaulting on its debt, El Sawy said, “LEGO had diversified too quickly into amusement parks, video games, toys for infants, clothing, and other adjacent markets that it had little experience in,” he said, “Now they know where their strengths are and they are focused on those, They’ve ingrained digital into their culture, all the way from their CEO.”..

The company’s success really exploded after its acclaimed film, “The Lego Movie,” was released in 2014. But its ability to provide educational content and connect with its varied audience in digital communities has continued to propel the brand. “LEGO has a very sophisticated way of dividing its customer base of kids, parents, grandparents, fan clubs for die-hards, and conferences,” El Sawy said. “People have a soft spot for that because they played with them when they were kids.

“What’s happening to a lot of businesses is they’re changing themselves into what they call a platform, That’s a digital phenomenon.”, Stock in El Segundo-based Mattel, owner of popular brands Barbie, Hot Wheels, American Girl and Fisher-Price, is trending at recession-era levels after years of steady decline, The company is working to reverse its downward spiral with a series of digital initiatives, white satin ballet flats Meanwhile, Lego overtook Mattel to become the biggest-selling toy company in the world in 2015, Smartphone apps like Lego Boost, allows kids to turn their Lego creations into programmable robots and Lego Life enables them to post pictures of those creations allowing for a unique social experience, Here are the most valuable toy brands worldwide by rank, Values are displayed in millions of U.S, dollars..

Online communities are key for digital platforms, experts say. Beyond playing games, consumers want to engage with other fans in the virtual world. For example, LEGO’s Ideas program allows customers to pitch new toys and will consider developing them if they can receive 10,000 votes of support. Game-based apps also are critical for continued customer engagement, and can leverage brands into new markets. “It’s more than just having an electronic game,” El Sawy said. “You have to engage differently. They’re selling you the experience more than the product.”.

But there’s no clear-cut path to success in the digital marketplace, Mattel’s white satin ballet flats Hello Barbie toy, introduced in 2015, was resoundingly denounced by critics because of security and privacy concerns, The Wi-Fi-connected doll records its “conversations” with children, The company recently teamed up with Microsoft to feature Hot Wheels at the Microsoft Education Workshop’s STEM Saturday, allowing people to take apart the cars to learn how they work at free drop-in classes..

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