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“I also think ‘inclusive’ toys are huge, such as the non-gender-specific building toys and building
toys catered to girls.” ELAINE KOLLIAS
Phase two of an expansion into toys could be plush, because per the NPD report plush was right behind games and puzzles in terms of growth between 2016 and 2017 (13 percent). The report cited Hatchimals as a big reason for this growth, but Ruben thinks there is something bigger behind it.
“Anything that provides a tactile experience is interesting to parents and what their kids enjoy,” he says. There’s an ongoing desire to satisfy the sense of touch,
which strengthens the desire for soft plush, sticky putties, squishy foams and other tactile toys.
Think beyond labels for
boys and for girls
Folkmanis’ Elaine Kollias sees yet another way culture is shaping toy trends. “I also think ‘inclusive’ toys are huge, such as
the non-gender-specific building toys and building toys catered to girls,” says Kollias.
“I’m excited by the latest Barbie® offerings— strong women heroes, such as Amelia Earhart. Toys for special needs children
are increasing in availability, too.”
The bottom line is that plenty of opportunities exist for all types of retailers to test and grow the toy category in the stores. The fun of it will be finding the meaning behind the toys you find to best suit your customers—young and old and everyone in between who is ready to stop and play for a while. ■
For more information: Diverse Marketing, 404.749.4635 or diversemarketing.com; Sandy Ruben and Associates. 843.696.4464 or sandyreubenandassociates.com; and Folkmanis, Inc., 800.654.8922 or folkmanis.com.
Images courtesy of Diverse Marketing,
Sandy Reuben and Associates, Folkmanis, Inc.
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