Home Internet of Things Aerospace Apparel Energy Defense Health Care Logistics Manufacturing Retail

Access This Premium Content

Options To Access This Article:

What Subscribers Are Saying

  • "Probably the best investment I've ever made."
    Steve Meizlish, President & CEO, MeizCorp Services, Inc.
  • "I have found that RFID Journal provides an objective viewpoint of RFID. It you are looking for a resource that provides insights as to the application and implications of deploying RFID, RFID Journal will meet your needs, It gives you a broad perspective of RFID, beyond the retail supply chain."
    Mike O'Shea, Director of Corporate AutoID/RFID Strategies & Technologies, Kimberly-Clark Corp.
  • "No other source provides the consistent value-added insight that Mark Robert and his staff do. In a world dominated by press release after press release, RFID Journal is developing as the one place to go to make the most sense out of the present and future of RFID in commerce."
    Bob Hurley, Project Leader for RFID, Bayer HealthCare's Consumer Care Division
  • "RFID Journal is the one go-to source for information on the latest in RFID technology."
    Bruce Keim, Director, Hewlett-Packard
  • "RFID Journal is the only source I need to keep up to the minute with the happenings in the RFID world."
    Blair Hawley, VP of Supply Chain, Remington Products Company

RFID No Cure for Slumping Toy Sales

Naoru-kun’s sales have proven as unhealthy as the doll itself.
By Ari Juels
Aug 01, 2005—RFID is a hot technology that already has brought a new level of interactivity to some toys, but don't expect that adding RFID guarantees success. In March, Bandai, a Japanese toy company, introduced Naoru-kun, a doll that has an RFID interrogator in its mouth. When objects that come with the doll—candy, medicine and a syringe—are placed nearby, the interrogator reads the unique ID in the object, and the doll is able to respond with prerecorded messages. Give the doll a piece of candy and it says, "Mmm, tastes great." Try to give it some medicine and it says: "Yucky," or "I feel better now."

The doll costs 5,700 yen (about $50) and is targeted at 3- to 5-year-olds, primarily girls. A spokesperson for Bandai in Japan claims the Naoru-kun doll has received extremely high praise from parents, but kids haven't embraced it the way they have Bandai's Tamagotchi virtual pet and Digimon toy figures. The company says it has not decided whether to sell the Naoru-kun doll outside of Japan, and it has no plans to introduce another RFID-enabled toy any time soon. Unless, of course, Naoru-kun sales recover as quickly as the doll.
To continue reading this article, please log in or choose a purchase option.

Option 1: Become a Premium Member.

One-year subscription, unlimited access to Premium Content: $189

Gain access to all of our premium content and receive 10% off RFID Reports and RFID Events!

Option 2: Purchase access to this specific article.

This article contains 195 words and 1 page. Purchase Price: $19.99

Upgrade now, and you'll get immediate access to:

  • Case Studies

    Our in-dept case-study articles show you, step by step, how early adopters assessed the business case for an application, piloted it and rolled out the technology.

    Free Sample: How Cognizant Cut Costs by Deploying RFID to Track IT Assets

  • Best Practices

    The best way to avoid pitfalls is to know what best practices early adopters have already established. Our best practices have helped hundreds of companies do just that.

  • How-To Articles

    Don’t waste time trying to figure out how to RFID-enable a forklift, or deciding whether to use fixed or mobile readers. Our how-to articles provide practical advice and reliable answers to many implementation questions.

  • Features

    These informative articles focus on adoption issues, standards and other important trends in the RFID industry.

    Free Sample: Europe Is Rolling Out RFID

  • Magazine Articles

    All RFID Journal Premium Subscribers receive our bimonthly RFID Journal print magazine at no extra cost, and also have access to the complete online archive of magazine articles from past years.

Become a member today!

RFID Journal LIVE! RFID in Health Care LIVE! LatAm LIVE! Brasil LIVE! Europe RFID Connect Virtual Events RFID Journal Awards Webinars Presentations