On April 8, 2017, the grand opening of the 29th Guangzhou International Toys & Models Exhibition officially opened. A total of 1068 exhibitors, occupying a total of three floors of Poly World Trade Expo. It took me a day to finish all booths and collected all AR (Augmented Reality) toy products at the show. To sum up, the AR toy industry at the show has the following features:
1. As a whole, AR toy companies accounted for a small proportion, but they have grown substantially year-on-year.
According to the author's incomplete statistics, there were 43 AR toy products at the show, which were produced by 17 companies. In other words, AR toy companies are only 1.6% of all exhibitors, and AR toy products may account for less than 50% of all exhibited toy products. If we remove 7 traditional toy manufacturers that make AR toys in 17 companies, the number of AR toy companies is only 1%. This is simply a drop of water in the sea, which is insignificant. If we then calculate the proportion of AR toys sold in the toy market, it will certainly be even more negligible. Can be seen, AR toys as a toy industry's recruits, head is still very small.
However, the number of AR toy products and companies has increased significantly year-on-year. In the past, AR toys ranged from scratch to several, and to nearly 20 now, compared with history, this growth rate is astonishing. In other words, although the AR toy is small, it grows quickly and cannot be underestimated.
2. The types of AR toys are gradually diversified, but AR cards still predominate.
Of the 43 models of AR toys, 80% are still AR-card type toys, but they are more diverse in content, from rich English, literacy, to Chinese culture, sports, safety education, and kitchens. Innovative products are still relatively few, and new tricks that are bright are: Moroccan's AR guns, blue hat's AR speed, and grape's hello programming. The AR gun combines the shooting of a traditional toy gun with a virtual reality. It is a good use of the integration of AR technology, attracting many toy dealers at the show. Overall, domestic toy innovation is still weak, and most of them follow suit.
Moa’s AR Gun
AR globe
Blue Hat AR Speed ​​Car
Grape Technology's hello programming
3, traditional toy companies have tested water AR.
At the exhibition, seven traditional toy manufacturers launched AR toy products. Representative is the wooden play family AR jigsaw puzzle, there are AR Pearl mud animal park, AR color mud world, AR children's drama, AR water painting, AR jigsaw puzzle and other products. These are simple additions of AR effects to the manufacturer's traditional toy line. It is worth noting that a company listed by Olympic Toy Entertainment, a company listed in the toy company, has also developed the Super Panzer AR mystery album, adding interactive AR effects to the original paper-printing album.
The Guangzhou International Toy Fair can be said to be a benchmark for the domestic toy industry. Many future trends can be grasped here. For the future of AR toys, the author has the following judgments:
1. More traditional toy companies join AR elements
With the rapid development of AR technology, the popularity of AR in children and parents is gradually increasing. Traditional toy manufacturers must add AR elements to toys to increase the novelty, interest and interactivity of toys in order to attract New generation children.
2. The AR card is no longer novel and enters into regularization
The AR card broke out in 2015. Because the technical threshold is relatively low, a large number of homogenized products are now emerging because it is attractive again. However, because of its low technical threshold and easy operation, there will still be a lot of manufacturers to integrate with their own products. Therefore, I judge that the AR card will become a regular entry product or giveaway, and the number will still maintain growth, but the sales volume will drop sharply.
3, innovative AR products continue to emerge, and based on AR technology companies
In the early stages of the development of AR toys, domestic manufacturers copied abroad, and then small and medium-sized manufacturers copied large manufacturers. However, as the number of entrants increases and competition intensifies, AR toy manufacturers must independently innovate in order to win the initiative, because in the next few years it is expected that there will be new domestic AR toy novels that may even lead the world of toy trends. At present, AR toy products are introduced by two kinds of enterprises. One is to do AR technology and AR is applied to toys; the other is to do toys, and to introduce AR elements into toys. Compared with traditional toy companies, individuals are more optimistic about the innovative capabilities of AR technology companies, and innovative AR toys will be mainly introduced by them. The reason is simple, AR technology companies understand technology better, and this is the main business, more focused.
4, there will be a burst of products appear
The AR toy market, apart from the Tu Tule years ago, has no explosive products at this stage. However, with the rapid advancement of innovation, it is likely that there will be a nationwide popular phenomenon-level AR toy like the foreign pet wizard Go, which will greatly increase the influence of AR toys. It is still not easy to judge which company will launch this product.
5, closely with the IP
Aofei Entertainment's company developed the Super Panzer AR Mystery album based on its IP "Super Panteron". Moaicom launched Dora's Love Adventure AR Reader using "Dora the Explorer" IP. Many AR toy companies Also began to create their own IP. For children's toys, products with IP will sell much better. The combination of AR toys and IP depth is a major trend.
Grape Technology's hello programming
6. Big players enter
At present, AR toys are still dominated by SMEs. Now that the market is in its infancy, the scale is still relatively small and giants are still unwilling to come in. However, with the explosive growth of AR toys, such Internet technology giants as Alibaba, Tencent, and Baidu, as well as listed companies such as Aofei Entertainment, Xinghui Entertainment, and Converse Culture, will enter this new field.
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