Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Experiential
Play
Children's toys and products incorporate augmented reality to enhance experience.
4.8
Trend score
Trend
What is the Experiential Play trend?
Experiential Play: With tech and STEM-learning functions now being a large part of the emerging children's toy space, brands are incorporating elements of augmented reality into once-standard children's toys and retail experiences. Whether manifesting in board games or playmats, these elevated products add a unique level of interactivity to children's playtime experiences.
Insight
The consumer insight behind the Experiential Play trend
Because of the modern digital age, it's common for children to grow up with tech-based gaming in the same way that those of past generations grew up with outdoor play. This shift has opened up unique opportunities for parents of young children to explore playtime as a means of learning and setting their children up for the rapid digital changes that are still to come. The added experiential aspect of interactive, tech-based play is not just more informative for kids, but also establishes new creative outlets that expand their imaginations.
Trend themes
Themes within the Experiential Play trend
Three behaviours holding the trend together01
Augmented Reality Toys
The incorporation of augmented reality into once-standard children's toys and retail experiences adds a unique level of interactivity to children's playtime experiences.
02
Interactive Storytelling
Augmented reality apps like Wonderscope create opportunities for content creators to develop and publish interactive stories on the platform.
03
Virtual and Physical Play
Collectible augmented reality discs like AR Discs merge elements of physical and virtual play, creating more engaging experiences for users.
Industry implications
What the Experiential Play trend means for industry
Where the trend changes the playbookFor
Toy Industry
Toys that incorporate augmented reality and interactive storytelling could provide new opportunities for companies within the toy industry.
For
AR and VR Industry
The growing demand for augmented reality and virtual reality products could provide new and innovative ways to integrate them into the toy industry and other sectors.
For
Gaming Industry
Augmented reality games and pastimes, like AR Warriors, are increasingly popular and could open up new opportunities within the gaming industry.
Workshop question
How is your brand adapting to the generational changes that have been accelerated by rapid shifts in the modern digital age?
Trend signals
Trend signals for Experiential Play
Trend score 4.8 out of 10, from popularity 69%, activity 65%, freshness 9%.
Popularity69%
Activity65%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Experiential Play trend
4 featured examples from Nov 16, 2018 to Oct 7, 2020CategoryTech
Smartphone-Powered AR Shooter Games
The 'AR Warriors' Game Lets Participants Play Virtually
The increasing demand for augmented reality games offers a potential new market for game developers and manufacturing companies looking to invest in developing AR-powered games an…
CategoryLife-Stages
Connected Toddler Play Mats
The Funtory Magic Carpet Makes Use of Educational AR Technology
The toy industry can explore the integration of AR technology in their products to revolutionize play-based learning for children.
CategoryLife-Stages
Collectible AR Discs
AR Discs Fuse Virtual and Physical Play
The toy and collectible industry can explore incorporating augmented reality to enhance the value and engagement of their products.
CategoryTech
Storytelling AR Apps
The Wonderscope App Lets Children Visualize an Amazing Story
AR storytelling apps have the potential to revolutionize the way children learn and engage with educational content.
