U. S. Toy Association - Jennifer Lynch on what’s trending this year

Trending for 2022

It’s all about the experience, using toys without screens, and play for all – with adults and parents enjoying games as much as children… These are among the key toy trends for 2022 according to the US-based Toy Association.

The organisation has unveiled its toy trends for the forthcoming holiday season, based on product research and tracking by the Association, as well as a major survey, which polled 2,000 American parents about toys and their purchases.

The key trends for the final quarter come under the headings of All About The Experience, where parents help their kids create memories through play; PurposeDriven Play, which sees parents welcoming the more progressive and diverse toys that are sustainable and touch on social issues as well as supporting children’s mental health; Entertainment Everywhere, highlighting how toys and play are crossing over into social media and the digital world, bringing with it endless possibilities; and Play For All, with parents and adults buying toys for themselves as well as kids.

Adrienne Appell, executive vice president of marketing communications at The Toy Association said: “While reports indicate that consumers have lower confidence to spend due to inflation, toys historically have proven to be recession resistant because of their affordability and families’ desire to make sure kids experience the wonder of play through toys and games,” she said “Our research shows families are turning to play to de-stress, make memories, and have fun: In fact, 67% of parents in our survey said they spend more time playing with their kids now than they did before the pandemic, and 54% said they specifically seek out toys that will enable them to make new memories with their children.”

Key strands for 2023

Organisers of Germany’s Spielwarenmesse have revealed the trends that they think will dominate next year and will be focused on at the Nuremberg show early in 2023.

The Spielwarenmesse’s international Trend Committee has revealed the three trends – Discover!, Brands for Fans and MetaToys.

All three of the trends will be covered in the redesigned Toy Trends experience area at the event taking place between February 1 and 5. The neighbouring Toy Business Forum will present on the topics.

Discover! is, as its name suggests, looking at the opening up of new worlds and themes. The Trend Committee said: “ The products in this trend engender a curiosity for the unknown and encourage children to research new worlds intently so they can understand them.”

Brands for Fans takes in everything from licensed product featuring characters from film and TV, as well as retro toys for older toy fans.

And lastly, MetaToys looks at technological toys and new and innovative approaches to toys and play. The committee said: “The digital world marches ever onward, holding out the prospect not only of advances in daily life but also of scope for new creativity in the toy industry. These opportunities are being picked up by the sector with products that are played out in Web3 or make use of technologies such as augmented reality. More at www.spielwarenmesse.de/en/trends.

U.S. TOY ASSOCIATION PREDICTS TOY TRENDS TO WATCH THIS HOLIDAY

The American organisation’s Jennifer Lynch on what’s trending this year…

After a year spent inching toward a postpandemic retail landscape, the U.S. Toy Association is predicting that toy trends this Christmas will reflect the evolving play and entertainment habits of families everywhere.

A follow-up to its 2022 toy trends revealed in February, The Toy Association announced its official Q4 Toy Trends in early October, which is available at toyassociation.org/trends. Here’s a sneak peek at what those trends will be [see the full story, left]:

■ From TikTok to YouTube, there are more ways to absorb content than ever, and today’s consumers crave variety. Expect a wide array of toy options in terms of price points, toy types, and the experiences they deliver for everyone this holiday season. While digital-first programming like CoComelon continues to drive toy sales, trends fuelled by social media highlight the powerful influence content creators will have on holiday toy spending. Look out for even more social media-approved sensory toys as well as toys inspired by top TikTok creators.

■ Proving that play is for all, expect to see more ‘kidult’ toys making waves on toy shelves - from complex building sets to room décor-worthy craft kits. This niche of toy shoppers represents parents nostalgic for the retro toys of their youth to share with their own kids as well as adults seeking reimagined classic toys to collect.

■ Kids care about the world they are growing up in, and parents also want to support companies that are committed to building a better world for their kids. When toy shopping this holiday, families will be met with the most diverse assortment of options ever, from dolls that represent children with disabilities such as Down

Syndrome to toys that teach kids about different cultures around the world. Toys that address social issues such as sustainability and mental health will also be front-of-mind for conscientious shoppers.

■ When it comes to getting more bang for their buck, consumers want an experience. Parents will be seeking toys this holiday that not only bring their kids’ favourite digital worlds to life off-screen but also offer hands-on play experiences that are innovative, customisable, and deliver fun for the whole family.

The Toy Association’s full Q4 Toy Trends report was announced in October. The trends team will present its 2023 Toy Trends Briefing to media, buyers, and other industry professionals during a special Q1 media event, The Play Date, developed in partnership with Adventure Media & Events, on March 8, 2023 in New York City. Stay tuned for more details.

Schleich to the future

Schleich has unveiled what it says is the biggest marketing campaign in its 87-year history, with the activity covering off both the wider brand and key franchises.

It’s all part of an ongoing internationaleffort from the company, with the brand campaign running from September throughout the whole of autumn and winter 2022. It’s titled Where Stories Begin and uses its recognisable characters to show the kind of questions and imagination the toys can provoke.

The campaign will include digital, YouTube, VOD and OOH marketing including nationwide digital poster sites.

Individual franchise activity will focus on the likes of Horse Club, new offshoot Horse Club Sofia’s Beauties and Dinosaurs (with spots on CITV, Milkshake, Nickelodeon and Pop), digital and YouTube, which also started in September.

Marketing manager Paul Dearlove said: “We are very much looking forward to watching the rollout of Schleich’s biggest-ever marketing campaign this autumn. Not only will it continue to build momentum and consolidate our new brand positioning following the summer relaunch but it will also bolster brand awareness of our key ranges, providing further support for retailers during the crucial festive period with a targeted and comprehensive mix of content online, on TV and out of home.”

Sky’s the limit

Vivid Toy Group’s resurgent Sky Dancers brand took to the air – literally – for the launch of the revived toys on the landmark London Eye.

Celebrities such as Anna Nightingale, Vanessa Feltz, Imogen Thomas, Linda Robson and Abbie Quinnan were in attendance to see the take on the classic 90s in action, with Sky Dancers themed activities in the Eye’s iconic pods.

Sky Dancers, which sees dolls launched into the air via a pull string in the base, sold more than 100 million units in their first incarnation.

“This was an incredible event that exceeded all our expectations on the day,” said Chloe Burrowes, senior brand manager at Vivid Toy Group.

“Sky Dancers have already launched to great demand and we’re seeing them fly off shelves; with the additional coverage from this event sales are set to grow to new heights. Working in partnership with Merlin Venues and Norton PR created a real wow immersive brand experience that only added to the overall event and resulted in some amazing coverage across national media and influencer-owned social channels. A perfect time of year to hold the event ahead of the busy Christmas period and media gift guide selection.”

Tonies keeps growing

Interactive audio brand tonies is staking its claim to be the brand to watch this Christmas after encouraging NPD figures revealed it is among the fastest-growing toy brands in the UK.

According to the NPD revealed by tonies, it was the fastest-growing preschool brand for the 12 months to the end of June 2022, while its Toniebox – the musical box on which the Tonies figures are placed to play music and songs – is the fastest-growing toy in the overall market.

The figures also suggest that a Toniebox gets played 148 times more than the average gifted toy. In total, the company said, it has sold more than 3.9 million of the Tonieboxes since launch, and sold 47 million Tonies – of which there are 600 different types – globally.

Lucia Kreuzer, GM UK & IR at tonies, said: “Being the fastest-growing preschool toy brand over the past 12 months is a testament to the team’s hard work and commitment to create a product and content that children love. These results are also proof of the strong collaborations we have with our great retail partners and licensors.’’

Nanoblock:

bigger than ever

Nanoblock – the world’s smallest micro-building block – is getting bigger according to Toynamics, with sales boosted by its licensed products.

Licensed is the leading category of Nanoblock in sales terms in the UK, ahead of Mini Collection and Sights To See. And among those licensed products, Pokémon and Sonic the Hedgehog are the biggest.

Toynamics is offering retailers point of sale for the Pokémon range, which has more than 20 different characters to collect, as well as graphic packs and stock for competitions for stores to use on social media.

David Allan, MD at Toynamics UK & Ireland, said: “Nanoblock is continuing to exceed expectations for our brand portfolio, and the licensed collection has been hugely popular. We continue to support retailers with consumer campaigns, including a competition we recently published in the official Pokémon Magazine.”