By Allison Watkinson
TLL Reporter
The Toy Association has announced several toy industry trends for 2023 at The Play Date exclusive Q1 media event in New York City.
The Play Date media event was held by The Toy Association in partnership with Adventure Media & Events. The Toy Association’s team of trend experts met with hundreds of global toy companies over the past several months to track the latest developments in play, entertainment, tech, fashion, social media, and more. The information that they have compiled is expected to drive toy sales throughout 2023.
“If there is one key takeaway that ties all the latest toy and play trends together, it’s that what consumers want matters more than ever,” said The Toy Association EVP, Adrienne Appell.
“In part due to the current economic climate, today’s shoppers hold the power and the purse strings. Yes, they are being budget-savvy, but they are also being smart about what they invest in,” continued Appell.
“These toy trends underscore the industry’s ability to deftly respond to this constantly evolving landscape shaped by the way toy lovers of all ages are spending their leisure time—on and off their screens—and their money.”
The most notable trends that The Toy Association identified include Back To Basics, Tween Takeover, Be Authentic, Macro to Micro, and Pop Culture Lifestyle.
The Back To Basics trend focuses on the importance of developing product ranges that encourage healthy habits such as social-emotional learning, mindfulness, nurturing, self-care, and more. According to a OnePoll survey of 2,000 U.S. parents commissioned by The Toy Association in 2022, 79 percent of U.S. parents view play as an important form of self-care.
The 2022 survey also stated that 77 percent of parents used toys to help their child with social-emotional learning during the pandemic. Among that demographic, approximately 92 percent of parents are continuing to use toys as tools for social-emotional learning today.
The Tween Takeover industry trend focuses on the 12 and up demographic of toy consumers, also known in the industry as ‘kidults’. The NPD Group recently reported that ‘kidults’ are the biggest driver of growth in the toy industry.
An increase in tween and teen toy buyers is expected in 2023 due to the popularity of collecting and displaying customized toys on social media platforms. The toy industry can cater to this demographic with more toys in categories such as sensory, fidget, collectibles, crafts, tech, and more.
The Be Authentic industry trend focuses on the rise of socially and environmentally conscious consumers. In the toy industry, shoppers will be more likely to support companies that promote social responsibility, diversity, and sustainability in both their products and their corporate strategies. In 2023, toy ranges that focus on accessibility for diverse body types and all ages, including the elderly, are expected to gain popularity.
The Macro To Micro 2023 toy industry trend is primarily driven by the viral aspect of social media communities. This trend includes products such as jumbo-sized plush, oversized games, tiny craft projects, micro-sized collectibles and more. The novelty of very small or very large toys increases the likelihood that the products will go viral on social media. Social media popularity has proven to be an effective way to increase consumer demand for toy industry products. Macro To Micro toys are also gaining popularity due to their potential as collectables, their new gaming mechanics, and their highly-stylized details.
The Pop Culture Lifestyle trend focuses on the growth of fandom communities. In 2023, the toy industry is expected to create products based on a wider array of fandoms, as well as reaching into verticals for their brands. This will include themes such as gaming, anime, social media aesthetics, nostalgic franchise re-launches, and more.
Due to the broad appeal of pop culture products, this trend has the potential to appeal to multiple consumer demographics and give companies the opportunity to expand their revenue streams by tapping into new fanbases.
Another crucial trend that The Toy Association has explored is the toy industry’s connection to the broader entertainment industry. According to data from The NDP Group, licensed toys and games account for approximately thirty one percent of total toy sales.
In 2023, studios are expected to capitalize on existing kids’ entertainment brands with new adaptations for the big screen. The brands that are being adapted for feature films include Barbie, Teenage Mutant Ninja Turtles, Super Mario Bros. and more. Numerous sequels, trilogies, and spin-offs of established entertainment franchises such as Indiana Jones, Guardians of the Galaxy, Spider-Man, and more are also expected to hit theatres and streaming services this year.
This will create opportunities for toy manufacturers to bring licensed entertainment products to market throughout 2023.
The Toy Association’s full trend report is currently available on the organization’s official website and YouTube channel.
The Toy Association is a US-based trade association that produces the international Toy Fair, supports the Canadian Toy Association, chairs the committee for America’s ASTM F963 toy safety standard, and more. The organization’s manufacturing members account for ninety-three percent of U.S. toy and game sales for the domestic toy market.
The 2023 Toy Fair is scheduled to take place from September 30 to October 3 in New York City.
[1] According to The NPD Group, people aged 12 and older account for roughly 25% of annual toy sales, generating $9 billion.
[2] According to a OnePoll survey of 2,000 U.S. parents commissioned by The Toy Association in September 2022.
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