Children aged just three will be given kindles and iPads this Christmas as their parents upgrade leaving toymakers worried

Children aged just three will be given kindles and iPads this Christmas as their parents upgrade leaving toymakers worried Toymakers Mattel and Hasbro said to be 'terrified' by trendAmount of time children dedicate to gadgets has rocketed | UPDATED: 14:25 GMT, 24 December 2012 iPads and Kindles are said to be more in demand than traditional children's toys such as Mattel's Barbie dolls The toys have been well and truly thrown out of the pram this year as children's Christmas lists are dominated by iPads and Kindles, analysts said. Top toymakers Mattel and Hasbro are said to be 'terrified' at the thought that children no longer plump for traditional presents such as dolls and toy cars, but rather the latest technological gadgets, including iPads and Kindles. 'Up against tech groups that make such engaging entertainment, toymakers cannot compete', said managing director of equity research at Needham & Company, an investment banking firm