Augmented Reality Toy Competition

I like the idea of connecting AR to toys.  It implies the connection of game dynamics as well. Can we then connect the ideas for serious purpose?  A competition sponsored by Metaio.  " ... Metaio, the worldwide leader in augmented reality (AR) software and solutions, and Berlin development studio Toywheel today announced the launch of the first global augmented reality development competition for toys and children’s games. The six-week competition will focus on the future of children’s entertainment, both in the toys themselves and how children will interact with digital media. Participation is open to both developers and non-developers, designers and even children , teenagers and parents with interesting ideas on the use of AR technology in the space ... "