19 March 2019
Our senior trend strategist Ruth Kelly recently spoke with ToyNews on trends we forecast back in 2017, how they have since been interpreted, and what brands in the toy industry should be thinking about for product development for 2021 and beyond.
There has been a rapid shift in attitudes amongst consumers, moving away from passive consumerism to becoming more active and making conscious choices. This is reflected in our Baby & Kid’s Spring Summer 2019 trend, Natural Historians. First published in 2017, this trend is driven by a desire to discover, appreciate and protect the natural world.
Following the success of BAFTA-winning series, Planet Earth to environmental concerns; this trend tackles ongoing, broader environmental themes and looks to encourage a proactive attitude amongst the younger generation. Endangered animals are a key character in this story, used as inspiration for illustration, surface pattern as well as direction for educational toys and decorative accessories.
RESPONDING TO SUSTAINABILITY
We’ve witnessed an increasing number of brands beginning to respond to sustainability concerns,offering new alternative materials and more eco-friendly propositions. Moving away from plastic, we’ve witnessed a rise in sophisticated and educational wooden toys, particularly for younger children. Creating beautiful, sophisticated children’s product that is kind to the environment and representative of consumer’s values is no doubt the challenge that the toy industry faces.
You can read Ruth’s interview in full on ToyNews here
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We send the bespoke trend reports out to different departments in our organisation from product development to digital and customer teams. The report acts as internal inspiration that everyone can read and get something from. The feedback we get is overwhelmingly positive.
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