Trends
FEATURE
ARTS & CRAFTS
Spin Master
The arts & crafts
movement Arts & crafts experienced a massive resurgence during lockdown, and it looks like interest is still high. TnP discovers what benefits these toys bring - and reveals the latest toys that you could see flying off your shelves in the next few months
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rts & crafts experienced a massive resurgence when we were all confined to our homes, and not only is it popular with parents because it represents time away from a screen - but it has a number of developmental benefits for children. According to NPD figures, the Arts & Crafts sector last year held on to 56% of the gains it made during the lockdowns of 2020, ending 2021 at 5% above its 2019 Getting lost in performance. Brands that arts and crafts continue to do well include activities is a Crayola, Play-Doh and powerful way in Spin Master’s Kinetic Sand, which children can which was named both express their inner top toy in the category in the US and Europe’s Top worlds, which in Gaining Toy Property in turn can help Arts & Crafts. them connect with Despite the fact that themselves, with participation has dropped benefits to a little in the past 14 years or so, according emotional and to the Statista Research psychological Department, around 70% wellbeing of children aged five to 10 Dr Gauri Seth took part in arts and crafts
MAY 2022
activities during 2019/2020. So that’s a huge target audience of potential customers. And with awareness of the state of the mental health of children and young people at an all-time high as the pandemic starts to loosen its grip on everyday life, the benefits that these activities have on wellbeing will not go unnoticed. Dr Gauri Seth is a psychiatrist and parent coach - she works with parents and care-givers to enhance emotional connection with children. She says: “Getting lost in arts & crafts activities is a powerful way in which children can express their inner worlds, which in turn can help them connect with themselves, with benefits to emotional and psychological wellbeing. “The art of connecting with oneself is a powerful life skill. With increasing issues faced by children and young people from screen and digital tech overuse, we do need to turn to the arts to help children have productive time away from screens, so they can connect inwards with their authentic self. “I also think arts & crafts are activities we can do with others, and the shared experience of co-creating a tangible visible product, which one
can keep and display, can allow our children to connect with others, too. We could encourage children to draw or paint with their parents, taking the opportunity to be present, observe and draw. Connection with caregivers is a powerful mental health intervention. Emotional connection and attunement can help a growing mind with self-esteem, self-worth, and sense of self. Therefore, arts & crafts can help contribute to solving a health emergency in our societies, where rising rates of mental ill health are creating significant challenges for many.’’ Another benefit of this sector is that it is so popular among children, as Catherine Hallissey, a psychologist who helps parents address parenting challenges and helps children become more confident and resilient, says: “First and foremost, most kids love it and tend to naturally gravitate towards the process of creating for its own sake. All that scribbling, drawing, cutting and pasting help to develop fine motor skills, giving a strong foundation for writing skills. It provides a rich sensory experience that is crucial to development. “It promotes creativity and encourages children to express themselves and take risks in their
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