Page 27 - Toy & Hobby Retailer Magazine June-July 2020

2020 TOY TRENDS
IN REAL LIFE - IRL
Where kids are watching is influencing every aspect of their lives, from their interests to what they buy and how they play. Digital-first brands originating from nonlinear platforms (like Netflix), social media, and esports platforms are infiltrating the toy aisle via action figures and dolls, unboxing toys, board games, role play items and more. This trend includes digital toys that cross into the physical world and encourage active/social play and traditional and nostalgic toys with a digital twist.
H2O PLAY
Toys that transform before your very eyes using one simple ingredient – water – are making a splash this year. Water is readily available, safe for kids to use on their own, and easy to clean, making it an increasingly popular addition to toys in several categories. This trend includes; unboxing/ surprise toys that use water to reveal a hidden message, colour, or character; arts and crafts that use water to create beautiful designs that wipe clean or dry and fade for no-mess, repeat play; aquatic-themed toys (like mermaids, sharks, boats); educational toys that teach kids about underwater life; and, of course, bath and outdoor toys.
KID POWERED
The sky’s the limit with ‘Kid Powered’ toys, which put the power of play in kids’ hands,
helping them build creativity, leadership, discipline, confidence and critical thinking skills. These open-ended toys are more inclusive and let children control and customise how they play. They can be found across a range of categories, from tech toys to building and coding kits, to science experiments, arts and crafts, dolls, and more.
BOOM, SMASH, CRASH!
A new wave of activity toys for kids are helping them push their physical boundaries. From toddlers to tweens, kids are gaining independence, developing gross motor skills, engaging in friendly competition, and finding more excuses to get up and moving – whether playing inside or out.
GENERATIONS OF PLAY
When play is infused into family life, everyone has more fun! Whether you’re six or 60, play is beneficial, and when younger and older generations play together, the benefits are even greater. According to The Toy Association’s Genius of Play initiative, when children play with adults, they display higher levels of language development and problem-solving skills, while parents and grandparents get a chance to reminisce about their own childhoods and enjoy play’s many benefits, too. 2020 will see a rise
in family games, outdoor toys, engaging crafts, and nostalgic brands that have cross- generational appeal.
to discover over 12 exciting features like fuzzy, glow in the dark, iridescent or even gummy.
While known for popular collectibles, MGA made a different announcement regarding its products at New York Toy Fair. Following the announcement of the extension of the Lol Surprise TerraCycle recycling program to Australia,
MGA revealed that is focusing on manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions. The Lol Surprise eco-friendly ball will be made from degradable materials and beginning summer 2020, MGA stated that all Lol Surprise accessory bags will be paper based, and any packaging made from resin will be degradable and include the new compound.
Meanwhile, the Little Tikes ‘Go Green’ line has been created entirely from post-consumer and post-industrial resin, making the products not only recyclable but more degradable in landfill conditions. The ‘Go Green’ line will launch with four products and will continue to evolve and incorporate other Little Tikes items throughout 2020 and beyond.
Overall, the action-packed fair delivered fresh products, innovative ideas and toy fair fun.
New York Toy Fair will return to the Jacob. K. Javits Center from February 13-16 2021. ❉
ABOVE: Bright Fairy Friends
OPPOSITE PAGE, FROM TOP:
Shaquille O’Neal opens the New York Toy Fair
Hatchimals CollEGGtibles
2020 TOTY WINNERS
• Action Figure of the Year: Disney Pixar Toy Story Basic Figures by Mattel
• Collectible of the Year: Lol Surprise! Winter Disco Series by MGA Entertainment
• Construction Toy of the Year: Lego City Deep Space Rocket and Launch Control by Lego Systems
• Creative Toy of the Year: Star Wars: Galaxy’s Edge Droid Depot Custom Astromech Units by Disney Parks
• Doll of the Year: Lol Surprise! O.M.G.
Fashion Dolls by MGA Entertainment
• Game of the Year: Pictionary Air by Mattel • Infant/Toddler Toy of the Year: Fisher-Price
Linkimals by Mattel
• Innovative Toy of the Year: Harry Potter
Invisibility Cloak by Wow! Stuff
• Licence of the Year: Baby Shark by Pinkfong • Outdoor Toy of the Year: Create A Castle
by Create A Castle
• Playset of the Year: Mars Space Station
by Playmobil
• Plush Toy of the Year: Pinkfong Baby Shark Song Puppets with Tempo Control by WowWee
• Preschool Toy of the Year: Coding Critters by Learning Resources
• Specialty Toy of the Year: Lego Stranger Things The Upside Down by Lego Systems
• STEM/STEAM Toy of the Year: Lego Boost Star Wars Droid Commander by Lego Systems
• Vehicle of the Year: Hot Wheels Mario Kart Die-Cast Vehicle Assortment by Mattel
MAY / JUNE / JULY 2020 TOY & HOBBY RETAILER 27