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Toymakers target ‘kidults’ at high-tech Hong Kong fair

Posted on January 9, 2014
An exhibitor flies a drone at the 40th Toys and Games Fair in Hong Kong, on January 8, 2014

An exhibitor flies a drone at the 40th Toys and Games Fair in Hong Kong, on January 8, 2014
Never mind girls and boys—adults who refuse to grow up are being increasingly targeted by a toy industry promoting adolescence as a lifestyle choice, say industry watchers.

Among the “Smart-Tech” toys at this week’s Hong Kong Toys & Games Fair—one of the largest of its kind in the world—were smartphone-operated flying machines equipped with cameras and rotor blades that clearly had so-called “kidults” in mind—particularly male ones.

“‘Kidults’ are not defined by age, they are defined by attitude,” said Kenes Cheung, business development manager for Hong Kong-based manufacturer E-Supply International, which produces Wi-Fi and Bluetooth-enabled vehicles boasting infra-red and night vision for the likes of Toys “R” Us.

It was one of many firms illustrating how technological advances are helping push drone-like devices into the wired recreational mainstream.

“We’re seeing a lot more products for the older player who has a smartphone,” said Christopher Byrne, content director of timetoplaymag.com, a toy industry website.

“Guys especially have this inherent need to play, they never really grow out of it,” he added, noting that girls tended to move away from traditional toys more quickly than boys but that cross-gender smartphone games such as Candy Crush were bringing more women back into gaming.

Read more at: Phys.org

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