tia perspectives
Skyrocket Toys’ Sky Viper Hover Racer drone
seen in other areas of the economy. “Recreational vehicle demand is booming, and millennial parents are the fastest growing category,” Johnson says. “This is a rather amazing statistic. It seems to be the parents who grew up with technology are the ones encouraging their kids to get away from it.” At the North American International Toy Fair held in February, TIA announced that Family Matters was one of the hottest trends to watch for this year, thanks to a rise in family-friendly toys that encourage face-to-face interaction. Data from The NPD Group supports the trend—U.S. sales for the games and puzzles category grew an impressive 11 percent last year and “the industry should experience sustained growth” from games and puzzles this holiday season, says NPD’s Lennett. “Kids, parents, and grandparents now have more opportunities than ever to play together after school, around the dinner table, or on the weekends, thanks to a variety of back-to-basics toys and games that have multi-generational appeal,” says Adrienne Appell, TIA’s in-house trend specialist. Batman v Superman Glow in the Dark Puzzle (Buffalo Games), Props in a Box (Theatric Toys), Spicy Games (Goliath Games), and Camera Roll (Endless Games) are among the many classic toys that will make great gifts for kids—and adults who are kids at heart. Brain Boosters Brain Boosters, a term coined by TIA to describe educational toys across several categories, is another trend that is predicted to lead the way in the coming months. According to a statement from Toys “R” Us (TRU), STEM toys “have emerged as a leading trend, including customizable items that teach kids coding, problem-solving, and more.” The retailer expects toys that promote learning through play will be hot for the holidays, including Love2Learn Elmo (Hasbro), Think & Learn Code-A-Pillar (Fisher-Price),
and a variety of products from Thames & Kosmos and Edu Science. “This trend continues to evolve with each passing year, as more and more parents and caregivers are reaching for multi-faceted toys that will inspire their kids to learn and grow through play,” notes Appell. Cutting Edge Drones Young techies who are looking for a challenge will be excited by a new wave of innovative toy drones. The Lumi Gaming Drone (WowWee Toys), Inverted Stunt Drone (Cobra RC Toys), Proto-X Drone (Hobbico), and Heli Transbot (Silverlit Toys) are just a few examples that will inspire kids to hone their flying skills and perform tricks and feats, while also putting cognitive and coding skills to work. “The latest toy drones are challenging and fun because their capabilities engage kids beyond the flight,” says Appell. “Many new drones are sure to inspire hours of play because they are programmable, come with games, incorporate virtual and augmented realities, and put hand-eye coordination to the test.” TRU stated that drones with “built-in cameras, live-streaming capabilities, and more that allow kids to record, share, and engage beyond traditional play” will stimulate fourth quarter sales, including the Air Hogs Connect line (Spin Master) and the Sky Viper Hover Racer (Skyrocket Toys). LOOKING BEYOND THE HOLIDAYS Next year looks bright for the toy industry, as toy companies “have seemingly cracked the code in entertainment, helping to extend life cycles and fill valleys in a stable, yet
cyclical, industry,” says Johnson. “Innovation is better with more collaboration between technology, entertainment, and inventors. Thus a good 2016 holiday season should set the stage with continued momentum into what should be an even stronger 2017.” Toy sellers and buyers will kick off the new year at the North American International Toy Fair, which is expected to draw more than 30,000 global toy professionals to New York City. An upbeat and energetic show generally leads to a successful year for toys and games. “The innovative and fun products seen at Toy Fair year after year underscore the vitality of the toy industry,” says Steve Pasierb, TIA’s president and CEO. “We look forward to seeing an impressive lineup of toys this February that will captivate shoppers throughout 2017, bringing joy to the lives of millions of children and families.” More information on toy trends and annual sales data can be found in the Industry Facts section of the Toy Industry Association’s website: toyassociation.org. »
As TIA’s communications specialist and editor of its Toy News Tuesday e-newsletter, Kristin Morency Goldman stays abreast of the latest economic data, safety standards, trends, and toy-, play-, and youth entertainment-related news.
TOYBOOK.COM | september/october 2016 | THE TOY BOOK 29