From the left, Hermine Manager of XOPlay Online Commerce Team, Kwan Youngi Manager of XOPlay Online Commerce Team, Lee Byungwoo President of Korea Toy Association, Park Sewon CEO of XOPlay, Kim Eunsung Team Leader of XOPlay Sales Team. Provided by XOPlay Co., Ltd.
"These days, when my child has a problem, she talks to Sinbi AI first. When she says, 'Sinbi, I was really upset today,' Sinbi empathizes and comforts her. It feels like a real friend." - Testimonial from Kim Yujeong, a parent of a 7-year-old child
On July 18, 2025, at the Character Licensing Fair 2025 held at COEX in Gangnam, Seoul, XOPlay's AI conversational doll "Sinbi AI" won the grand prize by receiving the Minister of Trade, Industry and Energy Award at the 11th Korea Toy Awards.
The Toy Awards is a prestigious ceremony in the domestic toy industry, selecting the best toys each year and granting the "Toy Award Certification Mark." This year, "Sinbi AI" attracted attention for demonstrating its potential as "a new educational partner in the AI era."
"Not just a toy, but an AI friend who cares for a child's heart"
"Sinbi AI" is not simply a smart toy that repeats words or sings songs. It is equipped with emotional artificial intelligence, allowing it to have free conversations with children, recognize emotions in their words, and offer empathy and comfort.
It includes a variety of educational content such as elementary basic learning, creative fairy tales, safety quizzes, and daily habit games. It also adjusts its learning patterns based on the child's interests and responses, providing "customized feedback" to support the child's growth as an AI educational tool.
An AI report that informs parents about their child's emotional state in real time
The "AI Analysis Report," provided through a dedicated parent app, summarizes the child's emotional state, topics of interest, and stress levels by analyzing conversations between Sinbi AI and the child.
Additionally, this AIoT device includes healthcare features, such as screening for respiratory issues by detecting coughing sounds and guiding digital ADHD assessments by identifying patterns of decreased concentration.
Perfect timing as policy and market trends align
The year 2025 marks the full-scale implementation of the Lee Jaemyung administration's policy to invest 100 trillion won in the AI industry, aiming to become the world's leading AI nation. As AI technology is integrated across all industries, XOPlay's award is especially meaningful as it represents one of the most human-centered applications of AI in the core field of "children's education and care."
Park Sewon, CEO of XOPlay, stated, "To answer the question of how we can help children living in the AI era, we invested 2.4 billion won over the past three years to develop Sinbi AI. Through this, we have internalized all related technologies, from the AI engine to voice synthesis, emotion recognition, responsive content, and safety testing. XOPlay has now established a foundation to prepare a full lineup of AI toys that can appeal to all age groups based on various IPs and characters," expressing his vision for the future in his acceptance speech for the Toy Awards grand prize.
"Start your child's first AI experience with Sinbi AI"
Children of the digital generation will grow up with AI. What matters is that this AI should not only deliver information, but also provide emotional connection and practical care in daily life. Sinbi AI, as a friend, teacher, and health guardian for children, is becoming the first step for the next generation to embrace AI as a familiar presence rather than an unknown fear.
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