How Santa Overcame the Problems of Today
As technology advanced over the years, toys continued to grow in complexity. But the toys weren’t the only things that were changing.
“One of the big drivers in these changes is the children themselves,” Rifken shares, “And what we find from middle ages where we started to this kind of modern era is that there’s a lot of technology that has made it easier for children to both share with each other and adopt the newest trends more quickly.”
With the introduction of printed media, radio, television, and ultimately, the internet, children began wanting different toys. The demand for wooden chariots was replaced with demand for slinkies, walkie-talkies, and RC cars. And with more and more new toys hitting the market every year, keeping production fully in-house became nearly impossible for Santa and his elves – the North Pole workshop simply didn’t have the kind of technology to build complex devices like iPads and Alexas.
“It requires partnership,” Rifken explains, “It requires the elves to say, you know what, we’re really good at delivering smart devices to kids and getting the feedback from the letters and making sure it’s an amazing experience. But we need partners to help provide all the intricate components that are no longer as easy as going behind the workshop and chopping trees.”