Digital transformation of the toy industry : Teddy gPT's pigital model / Gelareh Farhadian, Dave Keighron, and Tomas Reynoso.

Format:

Book

Author/Creator:

Farhadian, Gelareh, author.

Keighron, Dave, author.

Reynoso, Tomas, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Business planning--Case studies.

Business planning.

Artificial intelligence--Case studies.

Artificial intelligence.

Toys--Technological innovations--Case studies.

Toys.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

This case explores the strategic and ethical challenges facing Toymint, a Vancouver-based toy innovation company, as it launches TeddyGPT-an AI-powered, blockchain-linked teddy bear that merges physical play with conversational intelligence and augmented reality. Positioned at the intersection of education, technology, and child development, TeddyGPT exemplifies a "pigital" product: one that integrates non-fungible tokens (NFTs), AI, and digital ecosystems into a traditionally analog category. Despite early success among tech-savvy parents and NFT collectors, Toymint struggles to gain traction with mainstream families who express concerns about privacy, data safety, screen time, and ethical AI use in children's toys. At a strategic crossroads, Toymint must decide whether to scale through brand-led consumer education or forge partnerships with trusted tech platforms. The case invites students to apply Consumer Trust Theory, Privacy Calculus, and ethical marketing frameworks to evaluate how Toymint can rebuild trust, clarify value, and position TeddyGPT for long-term success. It is suitable for MBA-level courses in digital marketing, tech ethics, innovation strategy, and consumer behavior.

Notes:

Description based on XML content.

ISBN:

979-83-488-5445-4

OCLC:

1569208543

Publisher Number:

T301297