Feature
Pocket Money Toys & Collectibles
The best pick up lines Whether it’s things to squish, squeeze and pop, race, play and collect, or simply build and admire, the Pocket Money Toys & Collectibles category continues to expand and diversify at breakneck speed. Rachael Simpson-Jones speaks to some leading suppliers in this sector to find out what’s driving current trends and how retailers can make the most of the opportunities in this space for 2022.
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ar from a flash in the pan, fidget toys appear to be here to stay. The retailers Toy World has spoken to for this issue, including Learning Express, Midco Toymaster and The Toy Stop, have all testified that sales in this category remain very strong, and demand continues to be high. The fun thing about fidgets is that they are continuously evolving, with fresh product hitting shelves in what seems like a never-ending stream. A couple of years ago, the word fidgets would have probably conjured up images of spinners or cubes, both toys which, it’s fair to say, propelled the category into the stratosphere. Now, the word applies to a rather wider assortment of toys, gadgets and doodads – fidget slugs, anyone? “Our research and experience with buyers so far this year has shown no decrease in demand for fidget toys,” says David Mordecai, CEO of One for Fun – a leader in fidgets, and one of the companies to lead the way on push poppers last year. “We’ve invested heavily in this sector and have led the way with our diverse ranges, so we were delighted to be awarded Craze of the Year in the 2021 Toy Industry Awards for our Bumper Fidget Box. Lots of exciting additions are now coming
through including variations on the fidget theme, and hybrid products which combine best-selling fidget concepts. Our research department is always on the lookout globally for play trends we can adapt to make cost effective, fast-moving, high-quality products.” Rick Derr at US retailer Learning Express also says that pocket money toys with ASMR (Autonomous Sensory Meridian Response) features are popular. There’s a train of thought that demand for these soothing products is a direct result of the stressors that have emerged over the last few years and their impact on children, and this is perhaps particularly true of brands that make us feel good - the toys that simply bring a smile to your face. If they’re soft and squeezable, even better, and that’s where Squishmallows comes in. To say Squishmallows has been a runaway success is understating things. A brief Google search reveals more than a few influencers with a feverish obsession for collecting the plush characters. There’s even a lucrative (and fiercely debated) resale market online among collectors, with one telling The Guardian that she attributes the huge rise in Squishmallow popularity to upheaval brought on by the emotional impact of the Covid-19
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pandemic. And as we’re all painfully aware, there’s even more stuff to worry about this year. Hold those Squishmallows tight, folks. “We have something very special with Squishmallows,” says Alexandra Painter, marketing director at brand owner Jazwares. “Their unique designs, tactile feel and individual personality bios have multi-generational appeal which has created a very broad fanbase. The fans have a deep emotional connection with the brand, and we have an incredibly passionate and active online community, who love to share their collections and post about their ‘Squish hunts’ across social media. The Squishmallows fan community is the single most important element of this brand.” Sure to further fuel all this Squish-mania, over 180 new Squishmallow characters will be launched this year, from Bijan the Dumbo Octopus, Easton the Anglerfish and Gideon the Guacamole to licensed offerings: well-known characters from Disney and Pixar properties including Star Wars and Spidey and his Amazing Friends, as well as Hello Kitty, have been transformed into collections of cute Squishmallows companions.
