Peter Shafer, of Harris Interactive presented some interesting findings. In a survey of 1300 kids aged 8-18:

– Ease of use is important when it comes to toys, especially among girls
– Kids see the learning value in toys, but it’s not their primary objective
– They want a variety of experiences from one product
– Kids are very brand and platform aware. It’s not specific games for them, but rather Nintendo or Wii.

Don’t promise what you can’t deliver. Kathy Hirsh-Pasek psych professor, Temple University and author of Einstein Never Used Flashcards, told the industry: “Please guys, take brain growth off the packaging. Bilingualism from a mobile? No, that doesn’t happen”

Parent-child interaction is key to play, several experts said. Deborah Linebarger of the University of Pennsylvania recommends that being built into products.