Though the cost of living is escalating, the appetite for tech toys and gadgets remains just as high, as Sam Giltrow discovers.

Despite tech toys often coming with a higher price tag than other toy lines, manufacturers say they are not too concerned about increased living costs impacting sales and dampening enthusiasm for the latest innovative gadgets. In fact, many believe the category will see the same high levels of enthusiasm (and sales) it has enjoyed in the past few years, as kids seek out toys which tap into the latest trends, be they interactive tech toys that are powered by an app or robots they can programme.

Parents too are increasingly choosing tech to help further their children’s learning. According to research conducted by the Lego Foundation last year, children’s knowledge, development of skills, emotional wellbeing and family relations are supported through play with digital technologies. Furthermore, combining interactive technology like Augmented Reality with traditional, physical toys can significantly enhance the educational value of play.

To tempt kids away from devices such as smartphones and tablets, Rebecca Lazarus, senior brand manager at VTech, believes manufacturers must identify trends and import that tech into products. “Children will always want the latest toys, with the most up to date technology,” she tells us. VTech distinguishes trends in adult consumer electronics or identifies popular, fashionable apps and transfers the technology into products for children, ensuring they have durability while maintaining the fun element children want.

As technology advances at such a rapid speed, it’s only natural that the toy industry reflects this as an increasing array of tech toys are launched onto the market. To find out more, read the full article, which also includes input from Yoto, Tonies, Eight Innovation and HoloToyz, click here.