Will Video Game-Toy Hybrids Save the Industry or Eat It?

Trend could a bubble or the future of playtime

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Until recently, your kid’s brain has been the best place to stage battles between Spider-Man and Skeletor. But technology has made this a brave new world, and digital architects have built a whole new arena. Gaming has come to toy town. 

Photo: Vasava

Good timing, too. The domestic toy industry flattened in 2012 and actively declined 1 percent in 2013 to $16.3 billion, according to market analysis firm the NPD Group. But one of the few categories growing—by a whopping 70 percent year over year, if you believe Activision—was the interactive toy market.

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