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It used to be that a simple doll or action figure would be a welcome surprise when we tore open our Christmas presents.
But now that today’s kids grow up in a world saturated with technology, do they expect their toys to be a bit cleverer too?
Famous toy retailer Hamleys certainly thinks so, predicting a bumper Christmas for interactive tech toys.
So what can we expect? Robots with minds of their own? Drones flying around bugging the whole family?
Reyne Rice, chief executive of ToyTrends, actually thinks it’s the simpler, educational tech toys that will be the real winners this Christmas.
“The interesting part is that the products and manufacturers that succeed use technology to enhance the play value of the products they bring to market,” she says