The Problem with Turning Your House into a Toy Store

A summary of the top trends follows:

• REDISCOVERING PLAY
  One silver lining of the pandemic is that it has helped families rediscover the joys of spending time together and find value in bringing play into their daily lives. In 2021, families will be seeking new toys that promote togetherness, as well as inclusive playthings that can be enjoyed by kids of varying abilities and interests. This trend includes educational toys and activities that families can use to help their children learn new skills and subjects; family games and puzzles with cross-generational appeal; outdoor and active toys; nostalgic brands; cooking-themed and role play toys; etc.


• NOT JUST FOR KIDS
  The growing “kidult” trend was fueled by the pandemic, with more adults than ever turning to toys to bring some joy and levity into their lives. Toys and games have been a means of escapism for adults and offer a way to reconnect with their own inner child. This trend includes games fueled by adult topics, social media trends, and other fads; collectibles and building toys that appeal to hardcore fans; crowd-funded toys; and toys that invite casual fans into the fold across a wide range of fandoms.


• MIXING IN MUSIC
  Driven by social media platforms like YouTube and TikTok that have become incubators for viral music and dance crazes, toys that get kids moving and grooving are expected to grow in the toy aisles. This trend includes toys inspired by music-infused social platforms, channels, and programming; innovative new audio players that encourage screen-free play; toys that encourage kids to mix and make their own music; unboxing toys that incorporate music into the reveals; and, of course, classic musical toys.


• ZEN-SATIONAL TOYS
  Toys aren’t just for fun – they also serve up a healthy dose of emotional support and wellness in times of stress and uncertainty. According to The Toy Association’s Genius of Play initiative, families surveyed nationwide said playing together was the best way to help kids process their emotions. This year will see a growing demand for toys that help develop children’s social and emotional learning (SEL) skills; toys that promote mindfulness and self-care; comforting plush toys and dolls; and sensory/fidget toys that offer moments of zen.


• SOCIALLY CONSCIOUS PLAY
  As families look for new ways to become better global citizens, toymakers are responding with toys that foster social responsibility and awareness. This trend includes dolls that promote diversity and cultural awareness; eco-friendly designed toys (and packaging) that also teach kids about sustainability; plush that promote the protection of endangered species; toys that give recognition to the essential workers critical to society; playsets with farm-to-table elements; and STEAM toys that feature renewable energy sources.