What kind of toys appeal to the digital natives? Is there any space for old favourites? Volatile sales are causing iconic toy brands to reassess what exactly they sell, as toymakers face a shrinking market of kids that are growing up fast.

Fisher-Price has created an accessory that turns the iPhone into an indestructible toy. The 'Apptivity' case safely encloses the phone around a baby-friendly toy and even includes an accompanying app, provided free by the company.

Toy maker LeapFrog has created a watered down version of what every adult seems to be playing with today – a fitness tracker. Called the LeapBand, it motivates kids to jump around and be more active. But do parents really need to be tracking their kids while they play?

With mobile devices increasingly being used to support parents looking after their kids, Apple has released an advert for the iPhone showing how it helps people to be better mums and dads. Called ‘Parenthood’, it depicts a full day of typical family activities assisted by the iPhone.