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With this $100 rubber ducky, smart toys have officially jumped the shark

One day, long before my wife and I had our son, an entrepreneurial friend told us about her latest product. It was something expensive to hang on a baby’s high chair, and I remember thinking that it was a brilliant idea—solely because parents can easily be guilted into paying too much for just about any gizmo for kids. Nine years later, with a giant room in our apartment completely stuffed with toys that rarely get used, I have repeatedly proven my own point.

One of the few toys that our son actually played with was a $2.99 rubber ducky that still sits by the bathtub, grimy with overuse. It was a refreshing sign that sometimes the simplest objects are the best playthings, because they let a kid’s imagination run wild. 

Until now: Behold Edwin, the $100 rubber ducky that reads and plays music, acts as a game controller, and connects via Bluetooth to your smartphone or tablet. There’s only one feature missing: A self-destruct button.

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