Step aside Barbie. The hottest gift for children this Christmas is not going to be a doll or a toy truck. It is a tablet.
靠边站,芭比(Barbie)。今年圣诞节最受孩子们欢迎的礼物将不是娃娃或玩具卡车,而是平板电脑。
Whether a new Kindle Fire, or a hand-me-down iPad, analysts predict 2012 will be the year children as young as three will unwrap tablets at trendsetting rates. And that has toymakers scrambling to stay relevant.
分析师们预测,就连3岁大的孩子也将收到平板电脑作为礼物——不论是一台崭新的Kindle Fire、还是一台半新的iPad——从2012年开始,这将成为一种趋势。这种趋势令玩具制造商纷纷采取紧急措施,避免被淘汰的命运。
“The top two guys, Mattel and Hasbro, they are terrified, said Sean McGowan, managing director of equity research at Needham and Company, an investment banking firm.
投行Needham and Company的董事总经理肖恩·麦高恩(Sean McGowan)表示:“最大的两家,美泰(Mattel)和孩之宝(Hasbro),他们都吓坏了。
Toy companies have seen the trend coming, but have struggled to adapt.
玩具公司已经看到了未来的趋势,但还没有找到应对的良方。
At Mattel, the largest toymaker by revenues, the top-selling product this year is a plastic mobile phone case, said a person familiar with the company’s sales, raising concern about the fate of Barbie dolls and Hot Wheels cars.
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