# Amalgamated Play Brands merge analog & digital to create games that involve physical interaction. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jan 30, 2017 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/amalgamated-play ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## What is the Amalgamated Play trend? **Amalgamated Play:** Seeking to maintain an element of physical engagement, toy brands are creating games and platforms that combine digital software with tangible interactions. Integrating this dual-functionality into the foundation of the toy itself, brands are requiring kids to use physical objects like building blocks and letters as a means to activate digital platforms and games. This physical component not only speaks to the benefits of analog play, but it also signifies a turn toward hybrid forms of engagement. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 19, 2015 to Jul 20, 2016 - Published: Jan 30, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z - Top markets: North America, South America, Europe, Asia ## Themes within the Amalgamated Play trend ### Analog-Digital Hybrid Toys Toys that combine physical interaction with digital platforms are becoming popular, creating opportunities for products that merge traditional and modern technologies. ### Incorporation of Physical Toys into Gaming Platforms Gaming platforms that incorporate physical toys and actions into digital games are on the rise, creating new experiences for players and opportunities for companies to create innovative games. ### Smart Toy-Alphabet Connection Smart toys designed to help children learn to read and write using tablets are changing the way children acquire basic literacy skills, highlighting opportunities in the education industry for smart toy companies to develop products that incorporate traditional learning with modern technology. ## What the Amalgamated Play trend means for industry ### For Toy Industry Companies in the toy industry can innovate by creating hybrid toys that incorporate analog and digital components. ### For Gaming Industry The gaming industry can capitalize on the trend of incorporating physical toys into gaming platforms by creating innovative games that integrate toys and gadgets. ### For Education Industry The education industry can benefit from the development of smart toys that aid in teaching children basic literacy skills through a combination of physical interaction and technology. ## Workshop question What can your brand do to employ the familiarity of in-person interactions, with the speed and dynamic nature of tech? ## Trend signals for Amalgamated Play Trend score 3.9 out of 10, from popularity 56%, activity 53%, freshness 8%. - Popularity: 56% - Activity: 53% - Freshness: 8% ## Examples of the Amalgamated Play trend 5 featured examples from Dec 19, 2015 to Jul 20, 2016. - [Physical Touchscreen Toys](https://www.trendhunter.com/trends/racing-car): The 'Pocket Racing 2.0' Racing Cars React to the On-Screen Action (Category: Tech) Implication: The 'Pocket Racing 2.0' Racing Cars introduce a new level of interactivity and engagement to the toys and games industry. - [Talkative Smartphone Toys](https://www.trendhunter.com/trends/smapon): The Smapon Communication Toy Works in Tandem with a Phone (Category: Tech) Implication: Disruptive innovation opportunity: Incorporate smartphone integration and interactive features into traditional toy manufacturing processes, providing tech-infused toys for a new… - [Toy-Incorporating Game Platforms](https://www.trendhunter.com/trends/gaming-platform): The 'Yibu' Gaming Platform Blends Real World Toys with Digital (Category: Life-Stages) Implication: The incorporation of physical toys in digital gameplay creates an opportunity for the toy industry to expand into the digital space. - [Smart Alphabet Toys](https://www.trendhunter.com/trends/marbotic-smart-letters-interactive-smart-toys): These Classic Wooden Letters Teach via iPad Apps (Category: Tech) Implication: Integrating digital technology with traditional toys to create educational and fun learning experiences for children, disrupting the traditional toy industry. - [Gaming Puzzle Toys](https://www.trendhunter.com/trends/learning-game-system): Learning Game System Puzzlets Gives Kids Coding and Game Development Skills (Category: Life-Stages) Implication: Toy manufacturers can explore the design and production of STEM toys that combine traditional puzzles with technology to appeal to modern children. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)