R & D status and trends of the British Toy - Toy, present trends - the toy industry

R & D status and trends of the British Toy - Toy

, present trends - the toy industry

On the toy industry, if the lack of R & D department, there would be no toys on the market there. Nevertheless, the toy is not the one R & D has been one of the most heated discussions. "Toys'n 'Playthings" interview with a British toy company CharacterOptions R & D director Alasdair Dewar, listen to his ideas and views.

R & D director Alasdair Dewar said:

Production costs in the Far East with the rise in R & D staff have a duty to try to make the final product costs.

We are trying to make more reasonable the cost of toys, while the cost of the transfer not be allowed to increase to consumers. Any toy development needs huge capital expenditure in order to design appropriate and accurate product.

Significant increase in scientific and technological content

Toy industry is a volatile industry. In the past 10 years, kids toys, more and more choices. Traditional Toys And video games, DVD players and computers with Internet connections, were they included in their Christmas shopping list. Tech toys in the daily also significantly improved. Use of the product itself and the production process of technology, to enable designers to create never before products can be imagined. "For us, now is the greatest change in cost. Chipset and processor costs have dramatically decreased, which means we can apply some two or three years ago, science and technology can not be realized," Alasdair remarked.

Advances in technology, greater expectations followed, and now to the R & D staff of great help to the age. Alasdair said, "obviously the toy industry is very cyclical, and technology in product development plays an important role. Technology and production processes (such as injection molding) to raise the level, but also to promote their own toys with the packaging to be more precise, the original fit and more quality. "

Authorized image as simulation "Consumers are now seeking a high degree of simulation and fitting originals Doll . 99% of our toys are licensed products, and authorized dealer, and protect their brand image, so we have done enough and accurate product. "Alasdair added. Because of this, now authorized to greatly extend the approval process than in the past, but that there is help strengthen the licensees and between licensees of Cooperation Relations.

Order to fierce competition in the market in a leading position, Alasdair believes that one way is to ensure that product simulation as possible to try to fit the image or projects authorized by the prototype. In the past few years, with the TV-program authorization number, toy companies are able to create more children to be able to recognize them in the role of television has become increasingly important. "We usually start from the authorized image. If that is the pre-school products, we will focus on the characteristics of the image itself, and interactive features to consider. As I said earlier, the toy industry is very volatile. a product in the market already has considerable influence, but it still has to be updated and additional features of the place, which is quite common. "

A regular meeting and the topic of the industry is more mature the child's psychological, but Alasdair does not agree with this view. "I did not think that children are 'little adults'. I think that children have to accept things much faster than adults, we often can do things the children shocked. I want to be our own young When exposure to these things, I believe we will have the same reaction. "

Alasdair also the child's interest in the toys on his own view: "We should try to make toys more entertaining, it is very important. Toys and games must be some people think, especially the license category products. The children like to imitate them to see things on TV, so for example we have developed such a toy doll, we strive to make them more in line with original work, and try to do fine, it is very important, because it can to increase it's fun. "

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