The traditional toy industry is heading for decline

According to foreign media reports, the largest toy companies in the United States, Hasbro and Mattel, said in an interview recently that the company's profits are declining. Hasbro’s fourth-quarter profit fell 15 percent from the same period last year, while Mattel brought the same bad news, with its company’s total revenue falling by 17 percent from last year. Mattel’s CEO pointed out the problem – “because we didn’t sell enough Barbie dolls.”

In 2013, the overall sales of toys across the United States were declining, and on the contrary, the sales and profitability of video games, including mobile games, continued to rise. Children will spend more and more time on Sony PS games, Microsoft XBOX or Nintendo's Wii and PC games. Because video games use interesting stories and beautiful pictures to immerse children in them, these toys that may seem lifeless can't do it. Although some electronic games such as the LEGO game series and the Disney game series have promoted related physical toys to a certain extent, their sales volume is not counted in the toy industry sales, but only the game accessories.

In the golden age of video games, the impact of the traditional toy industry is inevitable, but traditional toy manufacturers should also reflect on themselves, change the old production concept and promotion methods, combine with new media or open up new developments. The idea is king, otherwise it will only decline in the tide of video games.