(This article was originally published Monday.)
--Toy makers offering a slate of traditional toys that can interact with digital elements in tablets and smartphones
--Tech innovations hitting retail shelves at a challenging time for the toy industry
--Child-development experts say technology-handling skills are important but are cautious about the play pattern
When a talking bear named Teddy Ruxpin hit retail shelves in 1985, his ability to read audio cassettes forever changed how children could play with a stuffed animal.
While Teddy Ruxpin's popularity peaked many years ago, a new play pattern emerged when an old-fashioned toy was infused with the latest technological development. That hybrid model of tech and toy, seen later in Mall Madness and Tickle Me Elmo, exists today and is changing rapidly as tech-focused innovation within toys heats up.
This year, toy makers are ramping up efforts to cultivate the soaring popularity of app-driven play by offering a slate of traditional toys--including race cars, board games and figurines--that can interact with digital elements in tablets and smartphones. The apps are often downloadable for free, while the physical components that engaged with the devices are sold by retailers.
And while millions of U.S. children have access to an iPad and other hot gadgets that often are shared among family members, child-development experts are cautious about how that form of play can affect cognitive and social abilities.
Child-development experts say that while young children need opportunities to develop early technology skills, akin to literacy comprehension, they caution tech-focused play shouldn't come at the expense of physical activity, face-to-face social interactions and creative play.
Dr. Stevanne Auerbach, a child-development and education-psychology expert, said that in the case of Teddy Ruxpin, the electronic bear encouraged children to read a book, adding beneficial educational value. But Dr. Auerbach warns that from a child-development standpoint, when tech takes over the toy or game, "some of the traditional play value often is removed, and there can be repercussions that are detrimental to children."
According to Dr. Karen M. Hopkins, clinical associate professor of pediatrics at New York University, "Many young children can use these devices effortlessly. This is something that's going to be with us forever, and we have to learn to adapt to it and learn to adapt our expectations, but not put too much stock in it."
Dr. Michael Shore, vice president of consumer insights at Mattel Inc. MAT, +0.41% says app play often incorporates existing play patterns but gives children another platform to use. For example, pushing a Hot Wheel on the floor or on a track set reinforces elements that make play fun, like speed control and action. The Apptivity platform, according to Dr. Shore, allows kids to still control a physical component by pushing a car that engages with a virtual game course on an iPad.
"Kids are gaining more control over what they want from their play experience, and more control of the different platforms that exist--physical and digital," said Dr. Shore.
Jonathan Berkowitz, vice president of marketing for Hasbro's gaming, said one of the challenges facing toy makers when developing hybrid toys is that mobile games are often consumed in short spurts. As a result, Hasbro's "zAPPed" games allow for quick play but need some depth, Mr. Berkowitz said.
For Hasbro Inc. HAS, +0.24% Mr. Berkowitz said it took some time to make sure the gaming steps were intuitive for users. He said Hasbro also has discovered the development cycle is shorter for mobile play, which should help Hasbro offer more relevant content and lead to faster upgrade cycles.
LEGO Group's Life of George, an interactive game that combines physical LEGO bricks with apps for Apple Inc. (AAPL) devices and select Androids, hit retail shelves last fall but is being repackaged as part of a national rollout.
Initially, LEGO intended to market Life of George to an older audience, but after finding it was equally appealing to younger users, the company created new packaging that suggests usage for ages 8 and up, which is half the original target age.
Mattel's Apptivity Hot Wheels are currently sold exclusively in Apple stores, with a wider distribution planned for August. Hasbro's zAPPed edition of the Game of Life and Monopoly are also available, and both toy makers have more physical-digital hybrid games hitting shelves later this year.
Needham & Co. analyst Sean McGowan said as play has been increasingly digitalized the past few decades, and it can be hard for older brands with established play patterns to replicate consumer satisfaction in the digital world. Mr. McGowan said toy makers need to figure out what it is that makes that historic play pattern enjoyable "and transfer that into the digital world."
Still, "apps, although useful and wonderful, can't replace crayons, puzzles and teddy bears," said Dr. Auerbach. "I want to see children entertained and well-informed, but apps and technology shouldn't replace reading books, playing board games and active outdoor play experiences."