SOAPBOX
Experience Over Entertainment
How the toy industry is growing in the right direction.
Written by Wayne Losey 
Illustration by Jim Burke
THE NATURE OF PLAY IS EVOLVING IN OVERDRIVE. For years, kids have been migrating away from the historical toy categories that made the industry an economic juggernaut. With the rise of mobile, interactive screenplay has pulled a lot of users away from analog toys. With their low cost, high production values, deep interactivity, and (of course) mobility, they are, literally, the killer app for play. Compressing all that play value into one experience has made it difficult for the toy industry — and analog ...
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