Kids’ tablet computer leads online toy hype, MediaMiser report shows

by | Nov 23, 2011

OTTAWA – The mobile technology market isn’t just for adults, according to a new social and online media report from MediaMiser.

An ongoing analysis by MediaMiser shows tablet computers that emphasize learning, such as the LeapFrog LeapPad Explorer, are dominating this year’s online conversation in the news media and on Twitter thus far.

Some key findings:

  • Tablet computers that emphasize learning, such as the Leapfrog LeapPad Explorer, have dominated this year’s online conversation thus far;
  • Purely fun toys such as radio-controlled blow-up fish, and interactive robots, are also hot;
  • Don’t count out video games for kids, which have also received significant traction.

Kids are also personalizing their tablets, the report shows – the words “pink”, “green”, and “case” are three of the top-mentioned words associated with the LeapPad on Twitter.

MediaMiser’s 2011 Hot Toys in Media report – based on the Toys”R”Us® Fabulous 15, billed as “the 15 best toys of the season” – has used MediaMiser patented software to monitor mentions of the retailer’s list of must-have playthings since late October, along with overall mentions of the “#toys” hashtag. The report has monitored both online news sites and Twitter.

The report also found that spikes in Twitter mentions of various toy brands –which took off after Oct. 31– often coincided with reports on third-party news websites. In the case of My Keepon, Twitter mentions spiked nearly 600 per cent after a feature video about it was posted to the tech blog website Engadget.com.

MediaMiser will release bi-weekly updates of activity on Twitter and in online news regarding the Fabulous 15, with a full report due just before Christmas.

MediaMiser is a social and traditional media monitoring and analysis technology company based in Ottawa.

MediaMiser, a leading social and traditional media monitoring company, was founded in Ottawa in 2003. It offers clients a range of media services including in-depth print, broadcast, online and social media monitoring, media contact management, competitive analysis, brand awareness analysis, mobile applications and more.