LEGO
LEGO's Smart Play system, launched in early 2026, centers around the "Smart Brick," a 2x4 brick with sensors, a speaker, and lights that react to play without a screen. The system uses Smart Minifigur…
Educational Toy · US
Phygital Play Toys
- "Phygital" toys merge physical play with digital elements in a hybrid approach. - These toys are primarily physical experiences with optional digital layers that enhance play without dominating it. - Examples include companion apps for challenges or storytelling, and toys with integrated smart technology like RFID chips. - AI-powered companions are also emerging, offering personalized and adaptive play without constant screen engagement.
Stage
growing
Trend score
75
Price range
USD 8.24–299
Social posts
6
Brands shaping this trend
Mattel
A high-tech twist on the classic family game where human players are pitted against an artificial intelligence. Players sketch a clue on a physical whiteboard, then use a smartphone to scan the drawin…
Spin Master
An iconic phygital product offering a digital pet that can be physically "touched." Housed in a pod, the Bitzee character is a hologram-like 3D figure made of rapidly moving LED strips. Kids interact…
Hasbro
Launched in late 2025, these are pocket-sized electronic pets that blend the appeal of a virtual pet with the tactile nature of a fidget toy. Each Nano-mal has a light-up heart that changes color to i…
Marketplace examples
shopee
FOKI Floor Piano Mat for Toddlers, Sensory Educational Dancing Musical Keyboard Carpet Toy, Animal Sounds Touch Playmat Blanket, for 1 to 5 Years Old Boy and Girl
USD 24.99
shopee
Animal Exercise Dice - Kids Exercise Equipment, Gross Motor Toys for Toddlers 3-5 & Physical Education Equipment, Recess Toys for Elementary Outside or Indoor Physical Activities for Kids
USD 15.99
shopee
Fisher-Price Toddler Pull Toy Chatter Telephone Pretend Phone with Rotary Dial and Wheels for Walking Play Ages 1+ years
USD 8.24