perspectives
Toy Industry Association
2014 Forecast:
Pop Culture Trends and Their Influence in the Toy Aisle by Kristin Morency Goldman, communications specialist, Toy Industry Association
A
nyone who has been to the American International these seminars were open to members of the media only). Toy Fair will agree that opening day at the Jacob. K. The following is an overview of TIA’s trend tracking activiJavits Center is a lot like Christmas morning. With ties—and a couple of early predictions for the toy aisle: 150,000 amazing new toys, games, and youth entertainment products filling aisle after aisle of exhibit space, the oppor- Full STEAM Ahead tunities for discovery and play are nearly endless. The STEM (Science, Technology, Engineering, and Math) For the Toy Industry Association’s (TIA) trends team, Toy concept has been refreshed by some educators, who have Fair is the pinnacle of several months of tracking emerging re-named the popular acronym to include the Arts—transtrends—both within the toy world and across many indus- forming STEM into STEAM, a well-rounded mix of subjects. tries that influence the youth marketplace. While the team Both STEM and STEAM are garnering significant media athas been busily scouting and analyzing product developtention these days, thanks to a new Hollyments all year long, many of the brand new wood-funded education campaign that teaches middle and high school stutoys launched at Toy Fair help to solidify dents about the important role that sciand exemplify the hottest toy trends of ence, technology, and engineering play the coming year. in bringing science-fiction and horror TIA’s toy experts will unveil the movies to life. must-see trends of 2014 at the annual “Toy companies are also getting high Toy Trends Tea on the second day of praise from childhood experts and jourToy Fair (February 17), providing nalists for doing their part to get kids— participants with an inside look at especially girls—on board with STEAM the key product types that will concepts,” says Adrienne Appell, TIA’s drive toy sales through the 2014 leading trend specialist. “We are holiday season. Due to overwhelming noticing a major trend in building, demand, this year’s session will be open GoldieBlox’s line of toys and storybooks teaches STEM concepts to young girls. engineering, and science toys that to all show attendees (in prior years,
42 • THE TOY BOOK
FEBRUARY 2014