AI Toys Experts: How To Maximise The Potential For AI Enhanced Toys

AI in toys is the new shiny thing. Everyone’s talking about it, few understand it, and even fewer know how to make it commercially viable. That’s where we come in, we’ve already established ourselves as AI Toy experts.

At Kids Brand Insight, we don’t do hype for the sake of hype. We focus on helping our clients commercialise their products, by way of delivering fantastic play value.  

When it comes to embedding AI into toys, we’re already helping global clients avoid the usual pitfalls: tech for tech’s sake, bloated specifications and concepts that look great in pitch decks but die on shelf.

A.I Toy Mistakes

Artificial intelligence toy concepts can miss the mark for a number of reasons, but the biggest one is when a company delivers a Tech-first product. These products tend to be engineered by people who’ve never watched a child play, and therefore manage to demonstrate whizzy tech, but don’t deliver engaging fun for the child.

The benefits of AI Toys can be many, but fundamentally it comes down to bringing Toys to life and helping Kids to develop quicker and better via customising to their needs.

What We Do Differently

We always start with the kids. Always. Then we ask where can AI add genuine play value—adaptivity, emotional engagement, progression. Not just flashing lights and canned responses! So while we are rapidly becoming known as AI Toy experts, we are fundamentally Toy experts first, and use all the knowledge and experience that entails to help our client to maximise the potential.

Why Clients Call Us

Because we’ve been there. We’ve launched toys in 50+ countries. We’ve run focus groups with thousands of kids. We’ve sat in the meetings where buyers say “nice idea, but it won’t sell.”

We’re not theorists. We’re practitioners. And when it comes to AI toys, we’re already ahead of the curve—helping clients build the next generation of play, not just chase the latest trend.

Are You Looking For AI Toys To Sell?

We can help you, get in touch and we can share more information on our client’s products for you to embrace the massive potential of AI enhanced Toys.

AI in Toys – What It Means for the Toy Business

AI in Toys – What It Means to the Toy Business

By Steve Reece, Kids Brand Insight - A.I. Toy Expert

Artificial Intelligence (AI) is no longer science fiction—it's already revolutionizing play time for kids. From robots that converse based on voice commands to toys that learn to adapt to a child's style of learning, AI is quietly transforming the toy industry.

As someone who’s worked with toy companies across the globe, I’ve seen plenty of tech trends come and go, and like many of you reading this I've won and lost by riding those Tech waves. Twenty years ago, I was at the forefront of the introduction of DVD Technology into Games. But AI is different. It’s not just another feature—it’s a fundamental shift in how toys are designed, used, and experienced.

What Is AI in Toys?

Let’s keep it simple. AI in toys typically means:

•            Toys that respond to voice or touch

•            Toys that learn from how kids interact with them

Why Toy Companies Ought to Care

AI presents various advantages for toy companies:

•Personalization: Personalized toys that learn about every child's interests and learning speed.

•Greater engagement: Smart toys get smarter over the years, entertaining children longer.

•Brand depth: AI-driven toys can build deeper emotional connections with brands.

Imagine a character toy that calls your kid by name and knows their favourite stuff. That's not play—it's storytelling via brand.

Risks and Considerations

Of course, there are risks:

•Privacy: What data do they collect? Is it secure?

•Effect on development: Are we encouraging healthy play or are we just layering on technology for the sake of technology?

• Accessibility: Will AI toys be affordable and within reach?

Companies need to weigh innovation against responsibility. It's not what can be done—it's what should be done.

A Simple Framework for Smart Toy Development

To navigate companies through this territory, we suggest focusing on three areas:

1. Engagement

AI has a role to play in enhancing play, not replacing it. The best toys still allow for imagination and creativity.

2. Education

Whether it’s STEM skills or emotional learning, AI toys should offer meaningful value—not just novelty.

3. Ethics

From data handling to age-appropriate design, ethical considerations must be built in from the start.

Getting Started with AI Toys

If you’re considering AI integration, here’s a quick checklist:

• Define the purpose: What does your toy actually do?

• Choose the right tech: Voice, vision, adaptive learning—what fits your brand?

• Coordinate with experts: Experts in child development, AI engineers, data consultants and of course Artificial Intelligence Toy Experts like Kids Brand Insight!

• Test early: Seek feedback from real families.

• Be open: Explain how your toy works and what information it is collecting.

Last Thoughts

AI in toys is here to stay. It is not about replacing conventional play—it is about enhancing it responsibly and in an engaging way.

At Kids Brand Insight, as established AI Toy Experts we’re already helping clients explore this space—from sourcing partners to shaping product strategy. If you’re looking to future-proof your brand, let’s talk...

...because in this new era of smart play, the smartest move is knowing where to start.

The Launch Of ToyRecruitment.com

We recently launched a new website www.ToyRecruitment.com to support our work in Toy job recruitment. Ever since our business began some 15 years back, people have come to us to ask us to use our contact networks and social/trade media presence to help them find new roles. And over time we have helped a lot of Toy & Game business people to find new employment.

Then our consulting clients started to ask us to go beyond just helping them set up their distribution networks to helping them to recruit key hires as a paid for service. We are obviously very well set for this type of work, since we have a reach of more than 25,000 Toy & Game people across the globe.

For those companies who are frustrated by non industry specific recruiters finding them people with irrelevant or low quality experience, we offer the perspective and approach of industry insiders who have sat in front of the same retailers as you have, encountered the same product development or manufacturing challenges as you and have worked across many functions of the Toy & Game business for c. 25 years.

So, if you are looking for Toy Recruitment from industry insiders, check out www.ToyRecruitment.com for more information.