               Out of the Toy Box
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The iPhone and toysApril 23, 2009
The game is not physical, it is virtual. Yet, it is a toy company that is producing it. A very smart toy company, I might add, because creating applications for the iPhone platform is a hot way to go to market. Think about it: No cardboard, no plastic, no containers, no customs, no warehouse, no petroleum, no nothing…except atoms. They are selling atoms.
I think anything a toy company makes is a toy. I think that anything that allows people to play is a toy. Go Leapfrog. Go Toy Nation. Let the games begin… Posted by Richard Gottlieb on April 23, 2009 | Comments (2)
April 23, 2009
In response to: The iPhone and toys LeapYear commented: If K'Nex makes an automobile that requires you to be 16 years old to drive is it a toy?
May 6, 2009
In response to: The iPhone and toys Mary Jo Reutter commented: I disagree about the "toy" argument. Having both developed an award winning software title that really should fall into the "toy" category, I had frustration in marketing because everyone wanted to call it a "game." It doesn't fall into a traditional game category. The idea of embracing a new category of "toy" in the virtual space is exciting. Whether the title Leapfrog launched is truly a toy, I can't speak to. But I do know there's room for new categories and the iPhone is proving that every day.
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So let me ask you this, is Leapfrog’s new iPhone product a toy? That’s what I asked myself as I read a Playthings news piece entitled: “