Kids today aren't as enamored with dolls and action figures as their parents were.
Steve Velte, President of Global Toy Experts, says Covid was a paradigm shifter. "A lot of people were moving to their iPads and screens but there has been a big pushback in the industry to get kids off their screens and back into traditional play patterns." Hide and Go Seek will never go out of date. Bikes and skateboards are timeless. A good chemistry set can still enchant. Velte says STEM toys: Science, Technology, Engineering and Math, appeal to parents looking to help their children grow.
Sustainability is a buzzword driving the tastes of many parents buying toys today, according to the Toy Association. It's at the top of their list for trends in 2024. They find its a top consideration of environmentally-conscious parents under age 40. Durability is also high on the list. Parents like problem-solving forms of children's entertainment. Construction toys, Velte says, are still a very strong category, beyond just Legos. There is a lot of math and science involved in even an erector set.
Hasbro is expecting a drop of between 7 to 12% this year. Even riding the coattails of the success of the Barbie movie, Mattel is anticipating a flat year in sales. Toys related to the movie Dune are popular now. Velte says licensed toys are still driving the marketplace.
Boys are still drawn to traditional boy toys. Though changing a dolls clothes retains a timeless appeal, girls are not as gender-specific in choices.
The fantasy and mystery genres are driving a lot of sales. Anything spooky and mysterious continues to entertain young ones.
65% of parents say they want toys that help develop skills, driving the endless appeal of sports-related toys.
Retails sales of toys fell 8% last year.
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