Toys Consumer Insights

Implications - Aiming to support skill-building and independent learning, toy brands are turning to DIY elements to make playtime more interactive and educational. Transforming traditional activities or games into experiences you have to put effort into, brands are utilizing do-it-yourself elements to not only make games more challenging, but to also teach kids about empowerment and work ethic at the same time.

Implications - Creating ties to current events, brands, typically outside the sports and athletic field, are jumping in to showcase support and loyalty for regional sports teams. Strategically releasing ads around playoffs and championship finals, brands are aiming to showcase pride and support for local teams through everything from referencing star players to highlighting local fan engagement. Such localized references not only speaks to how brands are seeking to become much more connected to their communities, but also the importance of supporting heritage, fandom and consumer sentiments through branding.

Implications - With the rapid growth of voice technology being integrated into many aspects of consumers' lives, voice-activated technology is now being introduced to children through toys. By incorporating these features with toys already familiar to kids, brands are helping younger consumers adapt to this developing technology that's quickly becoming ubiquitous.

Implications - Brands reinvent 90’s toys and experiences as a way for Millennial parents to bond with their children and reminisce about their own childhood hobbies. From My Little Pony-themed cafes to tech-embedded Doodle Bears, brands are able to provide both products and experiences that will resonate with kids and adults alike. Facilitating these unique bonding experiences showcases how brands can play a bigger role in familial relationships.

Implications - Brands embrace the Millennial desire to let go of their childhoods by reimagining classic, juvenile pastimes in dark, distorted ways. Brands like Netflix reinventing the once wholesome series’ of Riverdale and Sabrina the Teenage Witch in dark portrayals, sheds light on Millennials desire to move on from their past, while still being able to connect with nostalgic emotions. Creating new products and services around these horror-inspired reincarnations of beloved characters and plots, allows consumers to embrace their past and move forward into adulthood.

Implications - A range of new children's games is exploring the success of toys that engage with the "gross-out" humor of the young child. Silly as the subject matter may often be, these products are designed to cultivate fine motor skills in young players given the experiential nature of game play. This shift highlights the progression of products from simple family board games to more engaging experiences that emphasize hands-on participation and child-like fun.

Implications - An increasing number of toy brands are aligning with the values of some Millennial parents by offering gender-neutral kitchen play sets. This speaks to the continued efforts many of today's parents are making to create space for their children to express themselves freely, removing any obstacles put in place by traditionally gendered play.

Implications - Feeding into the popularity of subscription services, companies are debuting subscription boxes focused on helping parents enrich the lives of their children in an automated way. By combining modern parents' desire to not only excel at parenting, but live more efficient, convenient lives as well, this approach to the subscription business model has great potential to expand into a wide variety of different categories.

Implications - Brands hoping to engage with consumers on a personal level are creating collectible dolls and figurines of their admired mascots. For some consumers, the collectibles muster feelings of nostalgia while other consumers simply enjoy the playful approach to brand interaction. From fast food mascots to toys and sports, numerous industries are seeking a new way to seep into the everyday lives of consumers.

Implications - With more parents now prioritizing children's play that involves educational, tech-based components, brands are incorporating such features into kids' dolls. The use of educational connected technologies with items that children would likely already be interacting with creates a more seamless learning experience.