Feature - Playground Crazes & Pocket Money Collectibles

Crazes to rule the school

Playground Crazes and Pocket Money Collectibles provide an accessible choice for consumers, and regular footfall for retailers. Toy World’s Caroline Tonks spoke with a variety of leading suppliers within the category to find out more about what’s new and fresh, the prevailing playground trends this year and more.

No matter the time of year, Pocket Money Collectibles are popular, driving sales for consumers who are looking for a more affordable price point. Each year, children want to have a piece of the hottest items on the market, and social media is influencing their opinions and desires more than ever. As well as providing items that kids might achievably afford with their own money, the Playground Crazes and Pocket Money Collectibles category can offer a reprieve to parents on a tighter budget.

Licensed ranges attract much interest, as children are drawn to products featuring their favourite TV and movie characters. Just Play has released a number of ranges in collaboration with Disney, including Disney Doorables, Micro Motions and Disney Munchlings, with characters that are well known in every playground. As one of the fastest-growing licensed collectibles last year, Disney Doorables’ growth has continued in 2024. Meanwhile DKB Toys’ Monogram Collectibles bag clip range has on-trend chibi renditions of characters from across pop culture. The range is supported by a variety of licences, with Deadpool, Disney and Harry Potter having just been added to the collection. Jada, from Simba Smoby, offers signature Nano Metal Figures that have feature many pop culture licences, including Disney, Minecraft, Harry Potter, Marvel, Sonic the Hedgehog, Godzilla Vs Kong and more.

A popular sub-category within this sector is collectible dolls and figurines. MGA Entertainment’s perennially popular L.O.L. Surprise! announced the launch of its first ever mermaid themed collection last month. The new collection includes L.O.L. Surprise! Mermaid Tots, Mermaid Baby Sisters and the new lower price point Mermaid Tweens Dolls. Meanwhile, Fugglers has signed an exclusive worldwide master toy licensing agreement with PMI Kids’ World. This autumn, the Fuggler line will feature 56 unique styles to collect, and the Fuggler Collectible Figures are available in both window boxes and deluxe boxes. For animal lovers, Mojo Fun’s animal figurines consist of six popular themed categories: Wildlife, Sealife, Prehistoric Life, Woodland, Farmland and Fantasy. This year’s new introductions include the Atlantic Puffin, European Hare, Leopard Gecko, Pot-Bellied Pigs, Hereford Cow family and Emperor Penguin with chicks.

Special anniversaries and key events in the media fuel trends and collectibles for a wide variety of audiences. This year, Hello Kitty and Classic Trolls have celebrated major milestones. Hello Kitty is 50 years old, while Classic Trolls is commemorating turning 65. Bandai UK has introduced affordable pocket money priced lines for Hello Kitty and Friends fans, with sub £10 ranges that include Dress Up Diary Figurine Collections and collectible keychains with hand straps, while KAP Toys also offers a broad selection including the popular Hello Kitty Cappucino collectibe collection. Bandai will also be relaunching a core range of Classic Trolls Pencil Toppers and Single Pack Assortments. While the 12 Pop N Top Pencil Topper characters are packaged in blind capsules, the Assortment Packs can contain one of eight 2” Troll Figures that come with hair and a belly gem.

This summer, Universal Pictures released the fourth instalment of the Despicable Me franchise. To capitalise on fan excitement, Moose Toys has released the new Mini Mega Minions Mystery Figure 1pk. Collectors can search for Common, Rare and Chase figures with 28 different Minions to find over Series One and Two. Sambro has announced a new partnership with Universal Studios to expand its Puzzle Palz range to include character collections from key franchises, including Despicable Me 4. Sambro has brought the film’s loveable Minion characters to life through a range of stackable surprise capsules and themed printed boxes in the shape of Gru’s house.

Surprise capsules and blind bags are all the rage, taking social media by storm and unboxing them remaining an ever-growing TikTok trend. Zuru’s Mini Brands is one of the most-liked collectible brands on TikTok; the Mini Brands channel has over 2m followers and 49.5m likes. Each Mini Brands ball is full of surprises, from ranges such as Home, Retro, Garden, Disney Store and more. Basic Fun! is also hopping on the trend with The Tonka Micro Metal Blind Surprise Capsules. With an RRP of just £2.99, these miniature vehicles come boxed in a Tonka Toolbox capsule. One For Fun’s Micro Fidgetz Wave 2 combines blind bags with 25 additional collectible Micro Fidgetz. Recognising that sometimes collectors prefer to know what they’re getting, each round tub has a see-through panel at the top displaying one fidget toy, and underneath are four more toys in blind bags.

With the strong influence of social media on consumers’ purchasing decisions, suppliers have capitalised on this to support their newest ranges in terms of marketing strategies. “We work with our retail partners on social media marketing campaigns that are activated with the help of our marketing team and agency,” says Sambro’s UK sales director, Richard Dinham. “Targeted campaigns can really help to boost our sales conversions, and this type of activity is proving more popular and important than ever before.” Mojo Fun will also see an ongoing social media and influencer programme highlighting some of the company’s new 2024 products, while One For Fun will have lots of targeted social media support, paired with consumer awards to boost brand visibility.

MGA Entertainment will be supporting its key lines through media, PR, digital, influencer and celebrity partnerships, as well as events for VIPs, press and consumers. “The majority of MGA Entertainment’s brands all have lines that are best experienced in real life,” says the company’s marketing manager, Pamela Justice. “To showcase the latest unboxing methods, unique play patterns and added value, we will be focusing on in-store demos and best in class POS to grab attention and highlight the value of our lines.”

The Playground Crazes and Pocket Money Collectibles category can play into the excitement of the overall back-to-school experience. James Connolly, managing director Mojo Fun, says as well as making this transition even more enjoyable, interest continues well beyond the start of term. “Our lifelike animal and dinosaur figurines provide wonderful educational tools that can be used for imaginative free play, learning and storytelling at home or in school diorama projects, helping students to learn about each subject in an engaging and hands-on way,” he explains. With a range of over 300 figurines at affordable, pocket money prices, Mojo’s highly collectible range is also a great way for teachers to treat or reward a child for their educational endeavours in school.

This year, according to PMI Kid’s World’s CEO, Omer Dekel, the prevailing playground trends are expected to be heavily influenced by the ongoing popularity of gaming and TikTok based trends. “Gaming continues to be the number one growing trend, with our collectible lines Stumble Guys and Minecraft leading the charge,” he explains. “These games have captured hearts of children worldwide and are sure to dominate playground conversations and activities.” The collaboration between Mr. Beast and Moose Toys is also highly anticipated, while the continuing popularity of Stitch is likely to continue in the lead up to next summer’s live action remake of the classic original animated movie.

One For Fun often sees an upsurge in sales during the six-week summer holidays. “It’s massive,” says the company’s CEO, David Mordecai. “Then, as the kids go back to school, they share and swap toys with their friends. They can see what’s in and what’s out, bringing the collectability and swapability trends back into play – and fuelling high repeat purchases of the most popular ranges.”

Omer agrees that, while parents may have focused on securing the essentials for the upcoming school year, kids probably had other things on their minds. “Amidst the hunt for notebooks, backpacks and new clothes, an unexpected twist adds an element of excitement to their shopping experience,” he says. “PMI’s impulse collector money toys are perfectly poised to capture the hearts of young shoppers, offering a break from the more serious school preparations.” With their blend of affordability and fun, Omer anticipates a surge in demand for these items.

Sambro’s Richard Dinham has seen growth in children wanting more than just traditional stationery for school because of bans on swaps and trades of traditional items, like cards and stickers. “Licensed pencil cases and pens that are a little bit different to the norm are certainly growing in popularity,” he says. “We are even hearing of a growing trend for kids sneakily trading these items with each other in the classroom, right under their teachers’ noses.” Sambro has leaned into this with its own IP range, Puzzle Palz. A collection of 3D jigsaw puzzle erasers available across a multitude of licensed characters, Puzzle Palz are perfect for kids to collect, build and swap.

Innovation driven by trends is at the heart of MGA Entertainment and the company is constantly expanding its portfolio with new launches and releases in the collectibles market. “Yummiland is the perfect example of innovation and enhances collectability by offering children something unique as well as a chance to be truly creative,” says Pamela. The Yummiland line-up features six collectible dolls that each come with a matching ‘create-your-own’ scented lip gloss kit and key chain to clip onto school backpacks. “Product development and innovation driven by cultural trends is the reason why the launch of the brand into the market has been so successful. The brand runs parallel with the rapid increase in popularity of cosmetics amongst younger children, driven by social influencers and TikTok trends.”

As consumers and retailers alike start thinking about the Christmas season, stores often take the focus off pocket money products in favour of bigger ticket items. But with some consumer spending habits still being squeezed this year, there’s an opportunity to keep the spotlight on Pocket Money Collectibles to help parents looking for lower-priced toys and stocking fillers.

“With consumer spending still under great pressure, it is likely that children will once again receive fewer bigger ticket items for Christmas,” says James. “Parents and gift givers won’t want to disappoint, so they will look to supplement this with a larger number of lower-priced toys and stocking fillers.”

“Price is definitely a factor, this year” echoes David. “Although, a lot of parents are also looking for items with lots of play value. One For Fun combines both of these in our Sensory Squish Set which is a great cost effective, but high perceived value item, for Christmas.”

“There is a significant opportunity to highlight pocket money products this year,” says Omer. “With consumer spending under pressure, affordable toys and collectibles are an appealing choice for parents seeking cost-effective ways to delight their children this holiday season.”

Over the following pages, readers will be able to further explore the products and ranges that the Playground Crazes and Pocket Money Collectibles category has to offer in autumn/winter 2024.