Trends Column - the U.S. Toy Association explores which toy trends will shape 2022

By Malcolm Naish

I am sad to report the passing of Pamela Dyson. Pam, as we all called her, was everpresent with her husband Roger at toy events and exhibitions for many years. He also played at many of the toy trade’s golf days and even once or twice had to put up with me for 18 holes.

Pam also had a wicked sense of humour with her lovely Welsh lilt; we shared so many laughs across so many years, along with a number of riotous holidays.

A real people-person, Pam always had time for everyone - and the world is a less well-off place with her passing.

WHICH TOY TRENDS WILL SHAPE 2022?

Families continued to seek refuge in play throughout 2021 while much in the world remained uncertain, and the U.S. Toy Association’s team of trends experts is predicting toys and games to provide exciting new ways for children and adults to prioritise play in 2022, says senior advisor, strategic communications Kristin Morency Goldman

INDX show to run in a Covidsecure format

Buying group Associated Independent Stores (AIS) has confirmed that its INDX shows will go ahead under current government guidance for large indoor events and trade shows.

INDX (short for Independent Exhibitions) represents a group of trade shows that take place at AIS’ own conference and event centre, Cranmore Park in Solihull, with free on-site parking. Cranmore Park has been awarded the Good to Go industry standard, showing that it has followed government and industry Covid-19 guidelines, has a Risk Assessment in place and has a process to maintain cleanliness and aid social distancing.

As well as mandatory face coverings, visitors must present either their Covid-19 pass or proof of a recent negative lateral flow test on arrival.

INDX Toys & Nursery (Formerly the Independent Toy and Gift Show) runs from April 6 to April 7. Curated by a team with over 25 years’ experience in the toy industry, the event will showcase market leading brands across licenced products, preschool toys, and children’s gifts, along with previews of upcoming launches.

Details and registration can be found at www.indxshows.co.uk

Zapf Creation cuts singleuse plastic production

In the first year of its commitment to plastic-free packaging, Zapf Creation has cut production of single-use plastic by over 65 tonnes.

The manufacturer behind doll brands Baby Annabell and BABY born committed to plastic-free packaging in January 2021. It has since banned single-use plastics including cable ties, viewing windows, plastic bags and blister packs from all of its new packaging. This makes unboxing easier and more fun for children and parents, with fewer fiddly ties and no need for scissors - plus it can be disposed of alongside household recycling.

Zapf’s plastic-free packaging is easily identifiable by the sunflower logo on the front of its boxes, which is being made even more prominent for its on-shelf presence this year.

So what trends are expected to be the talk of the toy aisles? It’s a question that is arguably one of the most discussed topics every year (and hardest to predict). Buyers, media, and other play professionals will have the opportunity to get the inside track during The Toy Association’s Toy Trends Briefing, taking place virtually on Monday, February 21. Until then, here’s a sneak peek at what’s expected to drive sales through 2022:

After nearly two years of travel limitations, cabin fever for kids and adults is an understatement. Whether families are looking to take a physical escape or a mental one in 2022, more toys and games will offer self-care through more creative-fuelled, and customisable play experiences, travel-ready and travel-themed toys, as well as toys that transport players into digital worlds. Think: metaverse [a virtual-reality space in which users can interact with a computer-generated environment and other users], AR [Augmented Reality]/VR [Virtual Reality] toys, and gaming tie-ins.

Popits were on every kid’s wish list in 2021, and 2022 will bring a new wave of ASMR [Autonomous Sensory Meridian Response]friendly toys to market that are social media ready but grounded in tactile play. Look out for light-up toys that allow for mood expressions, as well as classics reinvented with new fidget play.

New research commissioned by The U.S. Toy Association revealed that the sustainability of a toy for their child is important to most parents. Products that are putting in the investment behind the scenes (sustainability, DEI [Diversity, Equity, Inclusion] work, social good) will see the biggest pay off with consumers.

Be sure to mark your calendars for the Toy Trends Briefing on February 21 for the full rundown on 2022’s hottest trends in toys and play. The presentation will be made available for viewing to at toyassociation.org/trends and on The Toy Association’s

YouTube channel.

Founded in 1916, The U.S. Toy Association is a not-for-profit trade association representing businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The U.S. toy industry has an annual U.S. economic impact of $97.2 billion and its 1,000-plus members drive the annual $27 billion U.S. domestic toy market. The Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and the media. It has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on programmes to ensure safe and fun play. The organisation produces the world-renowned Toy Fair New York and Toy Fair Dallas; advocates on behalf of members around the world; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.