The lines between traditional toys and games and video games are becoming blurred, states Utku Tansel, Head of Toys and Games Research at Euromonitor. Examples of crossovers include:
- Kinectimals, a video game for the Microsoft X-box and Kinect hardware accessory where a plush animal can be bought and then registered with the game. Once the plush toy's unique code is registered, that plush appears in the video game.
- Angry Birds, a popular game for mobile phones, has entered the plush toy and board game market
- Traditional board games such as Scrabble appearing on mobile phones