also include storytelling or other artistic components to get more kids excited about learning than ever before.” Appell adds that the next generation of tech toys, including tablets, apps, and toys with an augmented reality twist, will also take learning through play to the next level. “Experts in the field of children’s technology are reporting that the next wave of successful digital playthings will take their cue from the open-ended structure of many traditional toys and offer extraordinary play value,” says Appell. “These ‘free play’ tech toys enable kids to improve critical thinking skills, exercise their imaginations, and personalize virtual worlds.”
The TIA predicts there will be a trend for evergreen, low-tech toys, such as board games.
looking for the real deal when it comes to jewelry, nail art, doll accessories, and crafts, so anything that is on the cutting edge in the adult world will be a big winner in the toy aisle,” says Appell. “Additionally, do-it-yourself playthings that encourage self-expression, personalization, and individuality will draw the attention of young fashionistas who want to stand out from the crowd.”
Movie Madness Another blockbuster year is on the horizon for toys with movie tie-ins, with some predicting that 2014 will be one of the hottest years in recent history for movie-licensed toys. The LEGO Movie, The Amazing Spider-Man 2, Teenage Mutant Ninja Turtles, Muppets Most Wanted, Captain America: The Winter Soldier, and many more anticipated releases are expected to bring a surge of engaging toys to market. “Playthings based on blockbusters allow kids to relive their favorite movie moments, imagine future storylines, and emulate superheroes long after they’ve left the theater,” says Appell. “We know that 2014 will be an exciting one for movie fans of all ages and look forward to seeing what the toy industry has in store in terms of limited-edition collectibles, play sets, role-play items, and more.”
Fashion Forward from Head to Toe New York Fall Fashion Week gave TIA an early look at the hottest styles for spring 2014—and some insight into how catwalk trends will likely impact toys for tweens and teens, including fashion dolls, accessories, and arts and crafts. Fashion Week designers showcased pretty pastels and vivid splashes of blue, bold floral and art-inspired prints, and classic blue jeans, as well as the nail art trend, which has scaled new heights and continues to grow. Similarly, fall 2014 trends spotted at New York Fashion Week this February will likely influence the toy sector going into 2015. “Fashion-forward kids with an eye for what’s ‘in’ will be
FEBRUARY 2014
Back-to-Basics and Ragin’ Retro The back-to-basics theme is thriving across several industries, as consumers are increasingly drawn to products that remind them of a simpler time. Texworld USA, a trade show for fabric apparel buyers that took place in January, showcased classic, vintage, and retro fabric swatches of every era from the 1920s to today; New York Comic Con in October featured hoards of tech-free branded collectibles, including trading cards, dog tags, and action figures. Likewise, traditional toys and old-school games continue to do well post-recession. “Not only are they less costly than some of the high-tech products currently on the market, but classic toys allow families to take a break from their smartphones and reconnect over a board game, a puzzle, or even basic building blocks,” says Appell. “These evergreen toys also foster creativity, build social skills, and help bridge the generation gap between kids, parents, and grandparents.” ■ Stay tuned for the complete roster of 2014 toy trends to be unveiled at TIA’s annual Toy Trends Tea on Monday, February 17 at 4 p.m. in E Hall at the Jacob Javits Center. Open to all Toy Fair attendees, this session will showcase examples from the show floor to illustrate the hottest trends across various product categories. For more information, visit www.ToyFairNY.com. For year-round trend reports, visit www.toyassociation.org/trends and www.ToyInfo.org.
THE TOY BOOK •
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