Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Body-Positive
Playtime
Dolls are adapted to reflect more realistic body types.
4.1
Trend score
Trend
What is the Body-Positive Playtime trend?
Body-Positive Playtime: As media and advertising shifts to better reflect a more body-positive sentiment, this is extending to the offerings of toy brands as well, even for products like fashion dolls that aren't historically focused on realism. Parents, especially millennial parents, are careful about the message toys send to their children, leading to a demand for offerings that more closely reflect a variety of shapes and sizes.
Trend themes
Themes within the Body-Positive Playtime trend
Three behaviours holding the trend together01
Body-Positive Toy Movement
Parents' increasing concern over the messages toys send to children has sparked a demand for offerings that more closely reflect a variety of body types.
02
Inclusive Toy Advertising
More brands are making attempts to use more diverse models and promote the value of self-love.
03
Diverse Doll Collections
The fashion doll industry is creating new collections that feature a diverse array of body types and skin tones that better represent more people.
Industry implications
What the Body-Positive Playtime trend means for industry
Where the trend changes the playbookFor
Toy Manufacturing
Toy manufacturers have an opportunity to create new products that reflect changing attitudes towards body positivity.
For
Advertising
Advertising professionals can help brands incorporate messages of body positivity and inclusivity into their campaigns.
For
Retail
Retailers that carry fashion dolls and toys can capitalize on the demand and sales of body-positive toys and diverse collections.
Workshop question
How are the priorities of your consumer evolving and how does your brand messaging align with those changing concerns?
Trend signals
Trend signals for Body-Positive Playtime
Trend score 4.1 out of 10, from popularity 58%, activity 57%, freshness 8%.
Popularity58%
Activity57%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Body-Positive Playtime trend
4 featured examples from Mar 3, 2016 to Feb 2, 2017CategoryLife-Stages
Body-Positive Doll Collections
The New Barbie Fashionistas Collection Features Diverse Body Types
Opportunity for toy companies to create more inclusive and diverse doll collections that cater to a wider range of children.
CategoryPop Culture
Body-Positive Barbie Dolls
The Ashley Graham Barbie Was Designed with Thighs That Touch
Toy companies can disrupt the traditional doll market by creating more diverse and inclusive dolls that address the need for positive messaging like Mattel's new shape and body po…
CategoryMarketing
Body Positive Bikini Campaigns
The '#nofomo' Campaign Encourages Women to Embrace Their Body
Toy manufacturers can seize the opportunity to disrupt the industry by creating more inclusive dolls that better represent diverse body types and races.
CategoryLife-Stages
Figurine Leg Braces
Shishka Bob Design Doll Injury Braces Help Children Feel More Normalized
Disruptive innovation opportunity for toy manufacturers to create accessories that encourage rehabilitation and normalize injury for children using playthings.
