by:
REYNE RICE
Emerging Toy Trends for 2016
Trend Hunter, Toy Industry and Kids Tech Expert, Industry Analyst, and Keynote Speaker
A
s 2015 comes to an end, it’s time to turn our focus toward toy industry trends for the year ahead. Here is a snapshot of a few of the emerging trends for 2016. With Dallas Fall Toy Preview, various preview events in Southern California, and China Toy Expo in Shanghai all taking place this month, I expect to see even more products that confirm and build on the trends below, as well as the acceleration of new trends as we speed through the fourth quarter. Please note that many of the new products I’ve seen for 2016 are currently under embargo, so while it’s still too early to share specific product details, below is an overview of key trends.
1.
Connected Play: Adding new industry players,
branching into new categories of play, and offering uniquely engaging experiences allows the Connected Play segment of the toy industry to continue to evolve. This category is now promoted through video game-connected play action figures, add-on experiences, and more. There are also toy manufacturers promoting their products with digital apps that have an off-line physical play component. Sometimes these features combine for a third, hybrid play experience, which utilizes both digital and physical play products, presenting kids with challenges and missions. The newer players are entering this play category through toy manufacturers, entertainment studio partnerships, crowdfunded campaigns, and the tech industry. Connected Play opens doors to a wide age spectrum that includes kids, teens, adult players, and entire families across multiple generations. Entertainment and licensing also play a big role in this segment of the business.
32 • THE TOY BOOK
Maker Movement Evolution: The little scientists/little scholars trend will extend with new categories and manufacturers as we approach next year. Not all categories are learning or education-based, although many do involve science, coding, robotics, engineering, or construction. Other products involve craft or creative categories, such as modeling with 3-D objects, creating musical scores, and inspiring collaborative play with others to design, create, and build with open-ended results. The most successful products have a built-in element of surprise and fun. The Maker Movement is growing worldwide, with many school systems now incorporating making into their curriculums. Maker Faires still draw a wide audience of engaged tinkerers and doers, and the movement will continue to gain steam both domestically and internationally, offering manufacturers much wider distribution channel opportunities. This is also a product category that offers year-round and counter-seasonal volume, which helps to balance out the toy and game industry’s typical heavy reliance on fourth quarter sales. 2.
3.
Social Good: The Social Good trend incorporates
areas that society in general is embracing, and that parents are encouraging the youngest generation of consumers to learn and emulate in their lives. This trend focuses on social and emotional intelligence, charitable giving, and paying forward. By promoting children’s awareness of these concepts, and offering ways that children can participate, product tie-ins turn the idea of giving into something much more tangible. Kids get to understand creating, sell their creations, and donate the proceeds to a good cause—and kids are continued on page 106
SEPTEMBER/OCTOBER 2015