Over the past year of 2012, a decline in the toy sales industry was estimated being 5-6% in decline, and it will only get worse as the holiday season approaches. Substitution threats for these traditional toys would be the “Tech Giants” such as apple and their releases of the iPad, phone, iPod etc.; in addition with new gaming apps that are seen to be more fun. I find it surprising how the new implementation of technology and innovation as shifted the demand of recreational “toys” for children, especially for boys since they consider app games to be more spontaneous and fun with no harm whatsoever. In contrast to the traditional toys, wanting fun and exciting doesn’t necessarily mean safe, thus gives the toy makers a comparative disadvantage. For example, in an average household, new technologies are being used and promoted therefore the children’s of those family would be brought up with technology being a norm unlike families back a decade ago. In means of the survival of these toy making companies such as Hasbro and fisher price must excel in innovation since it is key in capturing back the attention of their consumers.

It is said that retro toys are definitely back in for the holiday season.