Andy Keimach, President of VTech Electronics North America discusses new innovations, learning at home, and the intersection of physical and digital play in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: VTech had some big wins in the past year, including the Level Up Gaming Chair. What new innovations can retailers and consumers expect to see in the months ahead?
Andy Keimach: We have a strong lineup this year. Storytelling and screen-free audio entertainment continue to be important foundations for kids as they begin their reading journey. For VTech, we’re introducing Storytime With Sunny, an engaging and interactive character that brings stories to life, offering unique and imaginative play with hours of audio content.
LeapFrog has always been a resource for parents to support their child’s learning at home. Our educational offerings can be used as the innovative support kids need, whether they fell behind as a result of school disruption during the COVID-19 pandemic or they are trying to get a head start before stepping into a classroom setting. Literacy is fundamental to curricular learning, and toys like our LeapReader and LeapStart Interactive Learning System help kids learn important communication skills in a fun way to encourage a love of reading and writing.
TB: How is the growing intersection of physical and digital play impacting the development of new products for the younger audiences that you serve?
AK: As with all trends and innovations, it’s important to have a healthy balance. VTech has always engaged kids with physical play while recognizing the draw and benefits of digital play. As a leader in children’s electronics, our KidiTech lines introduce technology in age-appropriate ways that let kids experience digital play with smart, kid-friendly devices while providing the innovative features they’re looking for. We continue to look at evolving trends when we develop new products and look to incorporate them in meaningful ways that are just right for kids.
TB: How does Toy Fair moving from February to September impact your business, and what’s your take on the trade show shift?
AK: We’re looking forward to the return of Toy Fair and the new and interesting opportunities it will provide. We will leverage the change in timing to support visibility for the holiday season. It will give us a chance to connect with retailers on what is hot for the holidays as well as their outlook for the upcoming season and beyond. With gift-giving opportunities throughout the year, Toy Fair will still serve as an important touchpoint to reach media and buyers and we expect it to be a great show!
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
