Aging Up Play
Earlier this year, Circana reported that the adult toy shoppers had surpassed the preschool segment as the most important age group of consumers for the toy industry. This not only highlights that more grown-ups value play in their own lives but that there is a real opportunity to appeal to this broader audience (and tap new revenue streams).
For some, looking to the past can serve as a catalyst for innovation in the future. According to a recent Toy Association survey of 1,000 U.S. parents, 72% reported plans to add toys and games to their own holiday wish lists and for many, nostalgia is a big motivator. Nearly half purchased a toy or game for themselves to relive fond memories, and 40% enjoy playing with their kids with toys they used to play with as a child. To meet this audience, toymakers are bringing back classic toys of the other eras, such as TLS Toys’ Rainbow Brite doll line, as well as retooling long-time favorites with age-inclusive features and content that encourage intergenerational play, such as Ageless Innovation’s latest launch, Taboo Charades.
Additionally, other companies that have traditionally focused on kids as their primary toy demographic can rethink how their existing lines can reach older toy shoppers. In some cases, the play pattern can stay the same but by attaching a license to it or offering collectible/display-worthy elements they can speak to maturer tastes. Prime examples can be seen in the building space where built creations from companies like LEGO and PLUS-PLUS have become décor elements in homes.
Sustainable Toy Design
Looking beyond who the toy consumer is, innovation can also come from looking at how toy consumers are shopping. Today’s parents expect a lot from the toys they purchase for their kids and while the fun factor is critical, parents are also looking for playthings that align with their core values.
As environmental awareness grows, more consumers are demanding eco-friendly toys. Fifty percent of parents under the age of 40 consider the sustainability of a toy (i.e. how the toy is made or the longevity of the product) when making their toy buying decisions, according to The Toy Association's 2024 survey.
For toy manufacturers, this trend is an opportunity to meet this demand as well as rethink the types of materials they source to make their products. We are starting to see more companies incorporate recycled plastics into their existing toy lines, reduce packaging or incorporate packaging into the play experience, and experiment with plant-based alternative materials. Additionally, some toymakers are focusing on how their toys can grow with kids, such as Skip Hop’s Discoverosity 3-in-1 Sensory Table, which can be reconfigured as children age from babies to preschoolers.
Education to Inspire Innovation
The Toy Association understands that in speaking to innovation, bringing new ideas to market isn't always a straight path, especially for industry newcomers. This is why providing different platforms and touchpoints that support toy inventors and designers across the globe is an equally important component for the Association to help companies unlock new opportunities for growth.
For companies planning to attend Toy Fair® 2025, taking place March 1-4 in New York City, class will be back in session at Toy Fair® University, offering the show’s most extensive slate of educational programming yet. Not only will sessions provide toy professionals with additional insights on topics like sustainability and the evolving toy consumer addressed above, but also cover other topics on toy business in the future, such as the rise of AI in toy design and how to navigate regional nuances of different markets around the world.
Toy Fair® will take place March 1 to 4, 2025 at the Javits Center in New York City. Attendee registration and hotel bookings are now open. Visit ToyFairNY.com to learn more.
