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Economy

Santa Gadget - Why Kids Don't Want Toys Anymore For Christmas

The toys they are a-changin'
The toys they are a-changin'
Cécile Prudhomme

PARIS - For Christmas this year, eight-year-old Thomas has asked for... a laptop computer, just so he doesn't have to use his mother's. Last year, when he was seven, he got an iPod.

This Christmas will be characterized by society's evolution toward high-tech gadgets; an evolution that has not bypassed children. For dozens of years, toy manufacturers have not only had to adapt to this technological revolution, but they have also had to adapt to a society undergoing profound change.

Manufacturers are the "victims of a phenomenon that is called "age compression," meaning that children feel older at a much younger age," says Eric Rossi, director-general of Vivid Europe, which owns Smasha-Ballz and Crayola.

The cause of this phenomenon: "The evolution of technology, of course, but also children's exposure to the media, whether that is passive media, such as television, or active, such as the Internet or mobile devices," he continues.

"Children are growing up faster than before, and are therefore not interested in the toy market. The last toy purchase for a child is around age nine, nine and a half, whereas 20 years ago, it was age 11," Rossi says.

This phenomenon, which toy manufacturers have been studying for a long period, however, does not materialize every year. In 2011, the increase in toy sales in France was highest among eight to 11-year olds, according to NPD Group consultancy firm, whereas toy sales decreased for the age zero to two category, with the market staying the same for the intermediary ages.

Last year, many big names in the toy industry brought out specific products that had a lot of success among older kids: Hasbro released its Beyblade spinning tops and Nerf blasters; Lego had its Ninjago series; and Mattel released its Monster High vampire dolls.

"Often, the next year, the younger siblings start playing with these toys, because they’ve been in contact with their older siblings, whereas the older siblings don't want to play with toys that young children like as well," explains Frédérique Tutt, an analyst at NPD Group.

Trying to wow the kids

"New forms of technology are now part of the daily life of children, who are attracted to them more than traditional toys," says Florence Pilard, a marketing manager for Meccano.

Some families do not even think twice about spending the whole toy budget for their offspring on a games console for the living room, or a video game as a collective present for all their children. Children from the age of seven are starting to ask for gadgets aimed at adults.

The loss of this target market is, however, compensated by other phenomena, such as "an increase in separated parents, leading to children getting double the amount of presents," and "a demographic phenomenon with grandparents living longer," says Rossi.

Toy manufacturers are therefore trying to adapt: "We now have to include more features, so that we can wow children," explains Rossi. "For the same price than before, our cuddly toys have more features than ever: When you press on a certain part of their bodies, they do actions as well as make sounds, whereas before they either did one or the other."

Meccano has also been forced to change its strategy in order to continue making products that would interest older children. Now it is focusing on "video game characters that children are familiar with," explains Pilard. "Nine out of 10 children play video games now."

The Meccano company has, therefore, acquired the licensing rights for Rayman Raving Rabbids, Sonic and Gears of War, while also developing specific products that children can build themselves. "It means we can hold onto this target market for a little longer," she says.

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Green

The Problem With Always Blaming Climate Change For Natural Disasters

Climate change is real, but a closer look at the science shows there are many factors that contribute to weather-related disasters. It is important to raise awareness about the long-term impact of global warming, but there's a risk in overstating its role in the latest floods or fires.

People on foot, on bikes, motorcycles, scooters and cars navigate through a flooded street during the day time.

Karachi - People wade through flood water after heavy rain in a southern Pakistani city

Xinhua / ZUMA
Axel Bojanowski

-Analysis-

BERLIN — In September, thousands of people lost their lives when dams collapsed during flooding in Libya. Engineers had warned that the dams were structurally unsound.

Two years ago, dozens died in floods in western Germany, a region that had experienced a number of similar floods in earlier centuries, where thousands of houses had been built on the natural floodplain.

Last year saw more than 1,000 people lose their lives during monsoon floods in Pakistan. Studies showed that the impact of flooding in the region was exacerbated by the proximity of human settlements, the outdated river management system, high poverty rates and political instability in Pakistan.

There are many factors that contribute to weather-related disasters, but one dominates the headlines: climate change. That is because of so-called attribution studies, which are published very quickly after these disasters to highlight how human-caused climate change contributes to extreme weather events. After the flooding in Libya, German daily Frankfurter Allgemeine Zeitung described climate change as a “serial offender," while the Tageszeitung wrote that “the climate crisis has exacerbated the extreme rainfall."

The World Weather Attribution initiative (WWA) has once again achieved its aim of using “real-time analysis” to draw attention to the issue: on its website, the institute says its goal is to “analyse and communicate the possible influence of climate change on extreme weather events." Frederike Otto, who works on attribution studies for the WWA, says these reports help to underscore the urgent need for climate action. They transform climate change from an “abstract threat into a concrete one."

In the immediate aftermath of a weather-related disaster, teams of researchers rush to put together attribution studies – “so that they are ready within the same news cycle," as the New York Times reported. However, these attribution studies do not meet normal scientific standards, as they are published without going through the peer-review process that would be undertaken before publication in a specialist scientific journal. And that creates problems.

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