Opinion - Letter from America

Indie toys the train is full speed ahead for 2022

After 20 years working at A.C. Nielsen/D&B ResearchCompany, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a subfranchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick shares how he keeps track of new trends and products, despite missing Toy Fair in New York.

As I write, it’s Valentine’s Day tomorrow, and business is hopping in the shop, not just with adults shopping for the kids, but with kids shopping for themselves.

Am I still amazed at the last two years and particularly the record year in 2021? Yes and yes! The increased sales volumes we have been experiencing have continued into the new year, busting January records and showing February strength too.

The main drivers continue to be Squishmallows (Jazwares), the fidget sensory category and scented slimes, namely Dope Slimes produced here in the states. In addition, we are seeing strong Lego sales and great performance from both the Mattel and Hasbro ranges. But it’s not all the big brands; some emerging, newer products that are just hitting shelves are enjoying a fantastic start, like DoodleJamz (from Skycastle toys). How long will the train stay at full speed? No one knows and if they do, they aren’t saying.

Together with our strong rep partner, Diverse Marketing (Dallas, Texas), we have identified six key trends that we see emerging after two market shows, Dallas and Atlanta, held in January. So, here are some key trends we are predicting for 2022:

• Super Mario Brothers - developed and published by Nintendo, the property celebrated 35 years last March and has launched several successful toys with Epoch Everlasting, with a growing line up of new games for 2022. Many other vendors are jumping on the (Mario) cart, and this popular character will be seen in pick up toys, collectibles and puzzle games throughout the year. (Quick audience question - what is Mario’s full name? answer below*).

• Streaming content will continue its popularity and, in this sphere, one favourite that has broken through is Gabby’s Dollhouse by Spin Master. Kids are really embracing the main theme - Live in the Meow with Gabby, Pandy Paws, and the rest of the Gabby Cats from the DreamWorks show. With magic and surprise in every adventure, this very positive show for ages 3+ was a breakout hit for the holiday season.

• Butterflies have emerged as a popular trend, with the bright and colourful creatures incorporated into arts/crafts lines, nature items, jewellery and more.

• Growth in Outdoor Toys – although a strong category already, there is much room for this category to grow here in the states. With a focus on health, staying active and play currently front of mind with consumers, we see this category enjoying increased demand with more water toy entries, a nostalgic Wham-O Toys comeback, hula hoops and outdoor oversized game play.

• Bold accessories - Personalization keeps gaining in popularity as more young folks shoot video and post on social media. Items such as necklaces and bracelets with attachments that are big and bold, like carabiner clips in bright colours and other on-trend items hanging off them, are becoming sought after.

• Sensory fidgets - squishy items, super fun dough balls, NeeDoh (from Schylling Toys) as well as sands, compounds and manipulatives. Compounds like Kinetic Sand (from Spin Master) are making a comeback in indies.

You may be wondering how we keep track of all the new trends and products without Toy Fair in New York? Several strategies are working:

• We’re holding Zoom meetings with individual vendors - 20-minute segments, twice a day for one hour. We’ve just finished Zoom product week No.1.

• Secondly, we’ve asked our reps to bring us only new items/SKU’s. We can do the restocks and planning on existing lines, but what we need them to add value on is on new stuff.

• Finally, with over 85 US stores comprising the Learning Express family, we network. This is like having 85 pairs of eyes waking up every day looking for winners and best sellers. We encourage and incentivize everyone to share - a lot. Examples of lines discovered and shared this way include Pull ‘N Pops by Blue Orange Games (you push, then pull the poppit) and a new version of the fidget mystery box with fashions instead of fidgets.

New is our heartbeat to success and we must execute first to shelf, quickly and efficiently. So, I hear the whistle of the big train traveling well into 2022. Will you be along for the ride?

*(the answer to my question earlier is: Mario Mario.)

Richard can be reached on LinkedIn or by email at LE45@sbcglobal.net.Toy World 90