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The children’s toy industry has been constantly innovating, and the development of new technology is not a small project. Now that the children’s toy market has developed new technologies, the new AR technology will have a broader market.
Google CEO Sundar Pichai believes that compared to VR technology, AR will have a larger market in the future.
In recent years, AR technology has been more and more widely used in the toy and early education industries, and has been enthusiastically welcomed by the market. Sheng Xiaofeng, chief product officer of Shanghai Grape Latitude Technology Co., Ltd., once emphasized that the penetration of AR will bring a 'baptism of technology' to the upgrading children's toys and education market.
AR is called Augmented Reality, which is augmented reality, also known as mixed reality. Peter Jackson, the director of the 'Lord of the Rings' film series, described AR as: 'It does not take you to a new world, but adds new elements to the real world, such as adding a talking villain on the desktop, or Replace the walls of the room with floor-to-ceiling windows, and you can see the clouds in the sky.” AR technology can overlap with the real space, project virtual reality objects into the real space, and can completely overlap the real space in terms of coordinates and three-dimensional relationships. , Similar to real-time special effects in movies.
With the infiltration of applications and virtual technologies into all walks of life, global toy manufacturers have been vying to develop smart toys in the past few years, thus promoting the development of virtual toys. Virtual toys are applications as the dominant or auxiliary platform. Players must rely on electronic products such as smartphones and tablets, while traditional physical toys are second. It is understood that the technologies that are currently used more frequently in virtual toys include AR, VR (virtual reality) and holographic projection technology. The AR technology developed on the basis of virtual reality can put the virtual world in the real world and interact on the screen of electronic equipment, and has the characteristics of real-time interactivity. Its threshold is relatively small compared with VR, and it is more convenient to apply in the field of children's toys , Putao Technology, Tencent, Lego, Aofei Animation (002292.SZ) and other domestic and foreign companies have stepped in.
Xiong Neo, a brand of Yangshu Culture (Shanghai) Co., Ltd., released the AR early childhood education product 'Dream Box' in 2013. This is the world's first 3D interactive early education learning machine based on AR technology. The Dream Box projects the literacy cards onto the screen through the 'ARKIDS Dreamland' recognition system to present illusory 3D objects. Since then, AR toys such as 'Moore Alphabet ParadiseAR Magic School AR Tutu, combined with AR technology, can turn children's drawings into vivid 4D animations through APP, which will be popular in the market once it is launched. Looking back on 2015, toys using AR technology abound in the domestic market, such as learning cards, cloth books, building blocks, etc.
However, according to the analysis from the market research organization Gartner, VR is on the eve of large-scale applications and has entered a period of rising marketization and commercialization. In contrast, AR still takes 5 to 10 years. Only when technology is brewing can it become the mainstream. Industry experts said that despite the broad market prospects, the current pace of AR technology is still relatively cautious. The fundamental reason is that there are still some 'thresholds' in the application. From the device point of view, both mobile phones and tablet computers face the problems of power consumption and computing speed; especially the former, because the current camera sensors continue to run and consume a lot of power, it is difficult to support the normal use of AR applications.
In 2011, global AR revenue was only US$181 million, but the latest forecast shows that by 2017, the AR market will grow to US$5.2 billion, with an average annual growth rate approaching 100%; by 2020, The market size of AR will reach 120 billion U.S. dollars, four times the size of the VR industry. Google CEO Sundar Pichai believes that AR will have a larger market in the future than VR technology.