‘Kidults’ and mindful toys topping trends for 2023

The Toy Association forecasts an industry trend toward producing multi-demo toys and an increased interest from consumers for sustainable products that teach kids new skills.
March 14, 2023

In its annual toy and play trends report, New York’s The Toy Association predicts that toycos will strike a balance between focusing on products designed to instill “healthy” habits in young children and developing new lines that cater to older demos. 

The company’s trends team surveyed hundreds of toycos and 2,000 parents worldwide to predict what trends will impact the toy industry in 2023.

In the survey, 79% of parents said they believe that play is an important form of self-care for children and 77% of them used toys to help with social-emotional learning during the pandemic. The association predicts that this trend will encourage companies to create more toys that teach kids things like mindfulness, sleeping routines and trying new things. “Shoppers will be on the lookout for toys that offer deep play value while supporting companies that are enacting positive change in the world,” the report predicts. (Toycos at the forefront of this trend include Tonies’ range of interactive audio players and Hape’s educational wooden toys. Elsewhere,  The LEGO Group has just relaunched its Friends building sets featuring a new range of diverse characters) 

Referring to data from market research firm Circana (formerly The NPD Group), the “kidult” demographic of consumers is the largest driver of growth in the toy industry, accounting for nearly US$9 billion in sales. While adults will stick to nostalgic brands for their toy fix in 2023, the association anticipates seeing a surge of tween consumers interested in collectibles, mimicking viral trends on social media platforms that encourage them to display, customize or collect products. The industry is expected to meet this demand by focusing on age-agnostic products from IPs like Harry Potter or multi-demo tech toys like LA’s Skyrocket Toys’ flying stunt drones. 

A trend impacting the toy aisles of major retailers this year is the influx of nostalgic brands heading to the big screen with a refreshed look, including Mattel’s live-action Barbie movie, Paramount’s Teenage Mutant Ninja Turtles: Mutant Mayhem and Nintendo’s upcoming co-production with Illumination The Super Mario Bros. Movie. LA-based toyco Jakks Pacific is heading up the tie-in toy line for Mario while ZAG’s master toy Playmates Toys is taking on the latest iteration of the TMNT.

“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, EVP of marketing communications at The Toy Association in a release. “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.”

About The Author

Search

Menu

Brand Menu