There is now enough data on the kidult consumer to know that play isn’t just for kids The NPD Group recently reported that kidults (ages 12 and up) are currently the biggest driver of growth in the toy industry. In the toy space, this concept is taking shape across a range of products that instill healthy habits – from mindfulness and good sleep habits to increased social emotional awareness through nurturing play – as well as toys that introduce kids to new hobbies and help families find joy through classic play. 2 Self-care can look different to each person, from trying a new sport, to crafting the perfect charcuterie board, to meditating. And while 77 percent of parents used toys during the pandemic to help their child with social-emotional learning, most are still doing so today (92%). parents view play as an important form of self-care. The insights they gathered are predicted to drive toy sales now through the 2023 holiday season. The Toy Association’s team of trend-spotters met with hundreds of global toy companies over the past several months to track the latest developments in play and youth entertainment as well as scout trends across tech, fashion, home, social media, and other industries. 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.” Yes, they are being budget-savvy, but they are also being smart about what they invest in. “In part due to the current economic climate, today’s shoppers hold the power and the purse strings. “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 Adrienne Appell, executive vice president of marketing communications at The Toy Association. An in-depth version of the briefing, featuring more product examples and insights, is now available online. These and other top 2023 toy trends were announced today by The Toy Association during The Play Date, its exclusive Q1 media event held in partnership with Adventure Media & Events in New York City. New data 1 to support the “kidult” trend has also proven that play isn’t just for kids, and this year, there are new demographics of consumers that toymakers will focus on for growth opportunities. NEW YORK, NY | Ma– This year’s biggest trends in toys, play, and kids’ entertainment strike a balance between turning back to classic play and leaning into new platforms, technologies, and consumer spending habits to drive innovation across the toy space.
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