# Toy Activation Toy brands are marketing their products via pop-ups. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 23, 2017 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/toy-activation ## Key Figures - Trend score: 3.8/10 - Evidence articles: 5 ## What is the Toy Activation trend? **Toy Activation:** Taking the fundamentally interactive nature of toy stores and streamlining it, brands are immersing parents and their children in smaller, more targeted toy pop-ups. With adult consumers being highly receptive to interactive marketing, it is only fitting that the interactive nature of toy stores is packed into more personalized experiences in order to market to better market to children. ## At a Glance - Evidence: 5 featured examples - Articles from: May 18, 2016 to Sep 12, 2018 - Published: Nov 23, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha - Top markets: North America, Europe, Asia ## Themes within the Toy Activation trend ### Pop-Up Experiences Brands are creating smaller, more personalized pop-up experiences to market toy products more effectively to children, with interactive elements that appeal to adult consumers too. ### Educational Pop-Ups An increasing number of pop-ups are integrating educational experiences with toys, catering to an audience interested in STEM designing and computer coding. ### Interactive Retail More and more retail stores in the toy industry are prioritizing interactive, personalized features to engage customers and create memorable brand experiences. ## What the Toy Activation trend means for industry ### For Retail Industry The toy industry, much like other retail categories, is prioritizing interactive and personalized retail experiences for customers. ### For STEM Education Industry Pop-up toy stores with an educational component are creating innovative ways for kids to learn about STEM. ### For Advertising Industry Interactive and experiential pop-up stores cater to ad campaigns in retail, providing innovative opportunities for consumer engagement. ## Workshop question How can your brand streamline one of its fundamental products/services to make it more personal? ## Trend signals for Toy Activation Trend score 3.8 out of 10, from popularity 55%, activity 51%, freshness 8%. - Popularity: 55% - Activity: 51% - Freshness: 8% ## Examples of the Toy Activation trend 5 featured examples from May 18, 2016 to Sep 12, 2018. - [Pop-Up Toy Cafes](https://www.trendhunter.com/trends/toy-cafe): The Shopkins Macaron Café Brings the Collectible Playsets to Life (Category: Life-Stages) Implication: Brands in the toy and collectibles industry can explore partnerships and collaborations to bring their products to life through interactive experiences. - [Preschool Coding Game Pop-Ups](https://www.trendhunter.com/trends/primo-toys): Primo Toys' Pop-Up is Teaching Preschoolers About Coding (Category: Tech) Implication: Toy companies have an opportunity to innovate by incorporating coding education principles in their products for younger children. - [Character-Themed Tech Shops](https://www.trendhunter.com/trends/kakao-talk): This Kakao Talk Popup in Seoul Featured Emoji-Inspired Art and Prizes (Category: Business) Implication: Opportunity for messaging app companies to create character-themed pop-up shops that resonate with their Millennial and Gen Z audiences. - [Holiday Toy-Testing Pop-Ups](https://www.trendhunter.com/trends/toy-testing): intu's Toy Testing Lab Has Kids Help Santa's Elves (Category: Life-Stages) Implication: Retailers can leverage pop-up toy testing events to boost foot traffic and drive toy sales during holiday seasons. - [Mobile Science-Themed RVs](https://www.trendhunter.com/trends/mobile-science-store-purplemegreen): Purple Me Green Offers STEM Toys and Educational Classes (Category: Eco) Implication: The education industry can benefit from incorporating more engaging and accessible approaches to STEM learning, such as mobile science-themed RVs. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)