Fisher-Price's Delightful Concept Video Imagines the Tech-Heavy, Screenless Toys of 2025

Digital play with a 'preserved human connection'

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

It's a tension many modern parents feel daily when it comes to their children's playtime: how to balance screenless, imaginative, physical play with the irresistible draw and addictive sensory thrill of screen time. 

Fisher-Price, though, believes the two will soon merge. 

The Mattel brand, which caters mostly to infants and toddlers, has released a concept video—created with innovation design consultancy Continuum—showing what children's toys might look like a decade from now. 

In short, the physical and digital will merge to create delightful environmental experiences that leverage technology while retaining the core physicality of imaginative play. 

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in