Toy Trends for 2015:
, e c n e i Exper e, Engag e r o l p x E by Reyne Rice, trend hunter, toy trend expert, industry analyst, and consultant
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ver the past few months, I got to walk the floors of various trade shows, reviewing toys, games, and licensed products. While sleuthing Hong Kong Toys and Games Fair 2015, Spielwarenmesse in Nuremberg, North American International Toy Fair in New York, and ToyFest West in Las Vegas, I noticed a number of trends, which should continue to be strong throughout this year:
Little Scholars/Scientists: Get Your Geek On With the continuing emphasis on science, technology, engineering, and mathematics (STEM) subjects and the evolving movements in science, technology, robotics, engineering, art, and mathematics (STREAM), manufacturers are developing toys and games that provide engaging and relevant experiences. Today’s little scholars are immersed in hands-on experiments that encourage a love of learning by playing. By juggling with numbers and tinkering with new tools and technologies, they are discovering fun applications for science experiments, brainteasers, and other toys and games that develop critical thinking and problem-solving skills. Learning about robotics in after-school programs—as well as programming with fun robotic playmates and new coding games—teaches kids that they are capable of affecting how their toys behave. This means that these toys and games offer a different experience each time kids play, adding increased play and learning value.
Express Yourself: Get Creativity Flowing Creative expression continues to be a strong trend, providing kids with an outlet for customizing and personalizing
MARCH/APRIL 2015
Little Scholars/Scientists—Examples: • Science Kits: Space Explorers R/C Vehicles, from Thames & Kosmos • Robotics: Dash and Dot, from Wonder Workshop by Make Wonder • Mathematics: Tiggly Counts, from Tiggly • Engineering: Lego Minecraft, Lego Architecture, other construction toys • Combined Skill Sets: Kiwi Crate, from Kiwi Crate Inc.; CreatorBox
their world in their own unique ways. By providing a variety of open-ended play experiences that tap into hobbies and selfexpression, kids can develop a strong sense of self, and build confidence in the process. Whether their creations are hands-
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