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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.