Special Toy Report
TRENDS
TOP 2021 TOY TRENDS FOR THE US TOY ASSOCIATION They are: Rediscovering Play; Not Just for Kids; Mixing in Music, Zen-Sational Toys, & Socially Conscious Play. Let’s learn more After a historic year that saw U.S. toy sales skyrocket with millions of families stuck at home, The Toy Association today unveiled the top toy trends that are expected to drive industry sales in 2021. The announcement was made during The Toy Association’s virtual Toy Trends Briefing, which can now be viewed online. “This year’s biggest trends underscore the ongoing impact of the pandemic on play; the toy industry’s growing commitment to helping kids become better global citizens; and the many social, emotional, and cognitive benefits of mindful, musical, and ‘kidult’ toys,” said Adrienne Appell, senior vice president of marketing communications at The Toy Association. “The pandemic did not stop our trends team from virtually previewing hundreds of innovative new products as we set out to determine what will be topping kids’
wish lists between now and the holiday season. We are so excited to share a sneak peek at what kids and adults will be clamoring for as we dive deeper into the impact of COVID-19 on the future of play.” Normally held at Toy Fair New York (postponed until February 2022), The Toy Association’s Toy Trends Briefing annually attracts media, buyers, and other industry professionals who want to see the latest developments in toys and play. New for this year, the discussion included an overview of the state of the toy industry from The Toy Association’s Steve Pasierb, president & CEO, and an analysis of the U.S. toy market from The NPD Group’s Juli Lennett, senior vice president & industry advisor for toys, who both helped set the stage for what is expected to unfold in 2021.
“The pandemic did not stop our trends team from virtually previewing hundreds of innovative new products as we set out to determine what will be topping kids’ wish lists between now and the holiday season. We are so excited to share a sneak peek at what kids and adults will be clamoring for as we dive deeper into the impact of COVID-19 on the future of play.” - Adrienne Appell -
A summary of the top 2021 trends REDISCOVERING PLAY
One silver lining of the pandemic is that it has helped families rediscover the joys of spending time together and find value in bringing play into their daily lives. In 2021, families will be seeking new toys that promote togetherness, as well as inclusive playthings that can be enjoyed by kids of varying abilities and interests. This trend includes educational toys and activities that families can use to help their children learn new skills and subjects; family games and puzzles with cross-generational appeal; outdoor and active toys; nostalgic brands; cooking-themed and role play toys; etc.
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