Category
Eco
Circular Simplicity
Trend cluster
Category
Storytelling
Toy
Children's toy brands offer interactive, creative forms of storytelling.
5.5
Trend score
Trend
What is the Storytelling Toy trend?
Storytelling Toy: Storytelling for children is becoming more interactive, with toys that offer creative forms of expression and methods of telling children stories. These items include everything from mixing physical toys with voice-controlled tech, to QR codes attached to toys that retell their backgrounds.
Insight
The consumer insight behind the Storytelling Toy trend
The use of smart or interactive tech in children's development remains popular, particularly among Millennial parents who see technology as an opportunity to develop children's technical and creative skills from a young age. Straying from more traditional approaches to child-rearing in this way helps give children the skills they'll need in a world that's dominated by tech in both work and play.
Trend themes
Themes within the Storytelling Toy trend
Three behaviours holding the trend together01
Interactive Storytelling
The trend of interactive storytelling for children includes combining traditional physical toys with voice-controlled tech, QR codes for background stories, and screen-free interactive audio speakers.
02
Creativity-Encouraging Games
Games that encourage creativity and imagination range from board games with card prompts, interactive storytelling headphones, and strategic and competitive story-sharing games.
03
Multigenerational Play
KidQuest is an example of a game that facilitates connections and unlocks new journeys and lessons between generations, while Cubcoats x Amazon IRL pop-up and Lego Duplo Stories involve multigenerational play experiences in physical spaces and digital platforms.
Industry implications
What the Storytelling Toy trend means for industry
Where the trend changes the playbookFor
Toy and Game Industry
The toy and game industry needs to invest in interactive storytelling toys and creativity-inspiring games that encourage emotional and mental wellbeing in children, as well as promote multigenerational play experiences.
For
Tech Industry
With the increasing demand for voice-controlled tech and screen-free interactive audio experiences, the tech industry has an opportunity to create innovative devices such as storytelling headphones, interactive speakers and devices that encourage creativity and imagination.
For
Entertainment Industry
The entertainment industry can explore the trend of interactive and multigenerational storytelling experiences through pop-up events, augmented reality, and other interactive technologies that merge physical and digital worlds.
Workshop question
How could your brand prioritize educational recreation for children?
Trend signals
Trend signals for Storytelling Toy
Trend score 5.5 out of 10, from popularity 73%, activity 81%, freshness 11%.
Popularity73%
Activity81%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z (not a primary audience)
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Storytelling Toy trend
10 featured examples from May 8, 2018 to Apr 5, 2022CategoryLife-Stages
QR-Connected Paper Toys
Lovepop Play is an Interactive Line of Pop-Up Paper Toys & Cards
Explore disruptive innovation opportunities in the paper products industry by integrating technology and creating engaging experiences with pop-up toys and cards.
CategoryTech
Screen-Free Story Time Speakers
The 'StoryPod' Smart Speaker Plays Stories, Music and More
Opportunity for educational institutions and toy companies to create screen-free educational tools that are interactive and engaging.
CategoryNaughty
Strategic Storytelling Games
'It's Kind of a Fun Story' is a Story Sharing Game for Adults
The gaming industry can capitalize on the rising popularity of storytelling games by creating more engaging and interactive experiences for players.
CategoryLife-Stages
Creativity-Encouraging Board Games
The 'Story Creator' Board Game Requires Players to Imagine
Manufacture creative board games that inspire imaginative storytelling and engage players in hands-on gameplay.
CategoryLife-Stages
Storytelling Holiday Pop-Ups
Cubcoats x Amazon IRL Invites Kids to Discover Character Stories
Disruptive innovation opportunity: Incorporate technology and functionality into traditional toys to create new and engaging products.
CategoryLife-Stages
Interactive Storytelling Headphones
The Onanoff StoryPhones Read Bedtime Stories to Youngsters
The integration of storytelling and technology presents a disruptive innovation opportunity for technology companies to create novel products that offer immersive experiences for…
CategoryLife-Stages
Voice-Controlled Storytelling Games
LEGO Duplos Stories Feature Digital and Physical Play
The toy manufacturing industry could create more innovative products that increase the level of interactive play that combines both physical and digital experiences.
CategoryLife-Stages
Screen-Free Story Speakers
The TonieBox is a Clever Toy that Plays Stories and Songs
There is an opportunity for toy manufacturers to create more screen-less and interactive toys that support active play and imagination.
CategoryLife-Stages
Creative Storytelling Collectibles
Playmobil's EverDreamerz Immerse Kids in Friendship & Adventure
The introduction of EverDreamerz opens up possibilities for toy manufacturers to create their own unique collectible toy ranges with engaging storylines.
CategoryLife-Stages
Family Storytelling Games
KidQuest Inspires Higher Emotional and Mental Well-Being
KidQuest can offer an innovative way for children to learn and hold more value, disrupting traditional education practices.
