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This month's innovation of the month was Japanese operator KDDI’s Comi Kuma – an IoT teddy bear. The bear is designed to help children and grandparents stay in touch and communicate via touch and actions to the bear, rather than through voice commands. The bear comes hot on the heels of rival Japanese player DoCoMo’s move into interactive toys in 2015. While the bear is very cute, the anticipated high cost, together with a limited target audience and privacy concerns, means we don’t believe it will have a significant impact on the market.


  • We have seen a number of launches of IoT-related toys recently: DoCoMo and Tomy, Disney, Mattel, and Fisher-Price have all announced connected toys. However, this product is different from the others as it is not a nanny cam designed to watch children, and it doesn’t simply relay recorded phrases but allows two sets of users to communicate by touching the bear itself.

Features and Benefits

  • Discover Ovum's innovation of the month.
  • Learn about Ovum's view on IoT toys.

Key questions answered

  • How is this IoT toy different from others?
  • What impact on the market do we think this product will have?

Table of contents

Ovum view

  • Summary
  • An IoT toy with a twist
  • A limited target audience, limited functionality, and privacy concerns will impact this toy’s appeal
  • Ovum expects more connected toys


  • Further reading
  • Author

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