The FOUR CORE Toy Industry Trends for 2014 by Reyne Rice, trend hunter, media influencer, consultant, and keynote speaker
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s a trend hunter, I search for the newest lifestyle and overarching industry trends that are defining toys, games, and children’s technology every year. Here are four standout trends that will define the landscape from now through the holiday season. I worked together with the trend committee for the 2014 Spielwarenmesse International Toy Fair in Nuremberg to identify these core trends, which resonate across North America as well as international markets.
Fit4Life Fit4Life describes the trend of children learning new hobbies and life skills with the aid of toys and toy products. These skills will equip them for everyday life. The roots of this trend lie in the do-it-yourself (DIY) movement, which initially captured the imagination of adults. Suddenly, TV schedules and bookshelves were crammed full of cooking, gardening, and craft programs and guides. The success of the movement is based on an emphasis on individuality, self-realization, and sustainability. Children have always wanted to emulate their parents. At a young age, many are interested in learning to cook, garden, construct, knit, sew, and explore the world around them using tools that mirror those of their parents and caregivers. What is new, however, is the intensive fostering of these manual skills through products specifically designed for use by kids. Safe and ergonomi-
MARCH/APRIL 2014
cally designed for smaller hands, these products have simple instructions, provide esteem-building opportuni-
Fit4Life Key Players: •The Magic Path of Yoga (Upside Down Games, pictured) •Sew Cool Sewing Studio and Sew Cool Fabric Refills (Spin Master) •Slackers Slackline Kits (Brand 44) •Family Food Stars Silicone Cupcake Mold Safari (Haba USA) •The Big Creativity Can (Faber-Castell/Creativity for Kids) •Vex IQ Robotics (Innovation First)
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