Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upcycled
Play
Children's products are increasingly produced with upcycled materials.
4.6
Trend score
Trend
What is the Upcycled Play trend?
Upcycled Play: Products targeted to children, or parents of young children, are being made with upcycled materials that are purported to reduce environmental harm. Everything from clothing to toys are being produced with repurposed materials, allowing parents of young children more flexibility in lessening their eco footprint.
Insight
The consumer insight behind the Upcycled Play trend
With older Millennials now being parents, the personal beliefs they hold are bleeding into how they approach childcare. Values like environmental responsibility and eco-friendly purchase decisions are being imparted onto their Gen Z children, and shopping in a way that's sustainable is a large part of that. By introducing upcycled production into their kids' purchases, they're able to continue with their ethical shopping decisions in a way that also introduces those habits to the next generation.
Trend themes
Themes within the Upcycled Play trend
Three behaviours holding the trend together01
Upcycled Materials in Children's Products
Products targeted to children are now being made with upcycled materials in order to be environmentally responsible.
02
Eco-Friendly Toys
Children's toys are increasingly being made with environmentally-friendly and organic materials to be sustainable.
03
Inclusive Upcycled Clothing
Sustainable and gender-inclusive clothing is trending with consumers being more aware of ethical purchase decisions.
Industry implications
What the Upcycled Play trend means for industry
Where the trend changes the playbookFor
Children's Products Industry
Upcycled materials and eco-friendly toys are part of a growing trend in the children's products industry.
For
Hospitality Industry
Environmental responsibility is growing in importance in the hospitality industry with more companies adopting sustainable practices to reduce waste.
For
Fashion Industry
The fashion industry is becoming more aware of the impact of clothing production and waste and is taking steps to be more sustainable and inclusive.
Workshop question
How could your brand place a greater emphasis on sustainable production?
Trend signals
Trend signals for Upcycled Play
Trend score 4.6 out of 10, from popularity 79%, activity 51%, freshness 9%.
Popularity79%
Activity51%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Upcycled Play trend
5 featured examples from Nov 29, 2017 to Oct 9, 2019CategoryEco
Inclusive Upcycled Clothing Dolls
Patta and Coloured Goodies Join Forces on Diverse Dolls
Innovative fashion designers can collaborate with doll makers to create unique, culturally diverse fashion dolls that promote inclusivity.
CategoryEco
Upcycled Block Stacking Games
'Jenga Ocean' Features Blocks Made from Recycled Fishing Nets
The 'Jenga Ocean' game introduces a disruptive innovation opportunity for the toy and game industry to incorporate more sustainable materials in their products, such as using recy…
CategoryEco
Modular Sustainable Children's Toys
Luke's Toy Factory's Eco-Friendly Toys Use Upcycled Materials
Innovate on traditional toy manufacturing processes to create eco-friendly and educational toys that meet the needs of 21st-century consumers.
CategorySocial Good
Upcycled Gender-Inclusive Apparel
Over All 1516 Launched an Eco-Friendly and Inclusive Collection
Companies in the fashion industry can implement sustainable and gender-inclusive practices to appeal to the growing demand for ethical and diverse products.
CategoryEco
Upcycled Bedding Sleepwear
Westin Hotels and Resorts' Project Rise: ThreadForward Reweaves Linens
Discover opportunities to recycle and transform textile waste into valuable materials.
