Valérie Nicolas-Hémar presented her paper “The stakes related to the disruptive innovations for products directed to children: the case of anthropomorphic connected toys” written in collaboration with Pascale Ezan at “15ème journée de recherche sur le marketing digital” at the University of Paris I Pantheon Sorbonne, on 9th September.
The internet of objects is developing on the toy market. Toys are products with specificities that need to be taken into account in order to understand the conditions underlying the acceptance of this disruptive innovation. Specifically, anthropomorphic connected toys raise questions pertaining to the relations the child build with his/her toys, and even to his/her social interactions within his/her family. The findings of this study carried out with parents show that the latter have difficulties figuring out the utilities of these new toys, and anticipating the coming changes in the child-toys relations. Therefore, marketing strategies need to question how to educate the parents to promote the adoption of this innovation.