Ruth Kelly on conscious consumerism and its impact on the toy industry

Written by Justine Jackson

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 seriesPlanet 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.


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

Bringing the consumer voice to the forefront, our subscription service The Edit helps the world’s best brands stay in the know on what’s driving change in the Baby & Kid’s industry. Click here to find out more and book a complimentary demo.





Overall a great day which involved getting everyone's thoughts, ideas and reservations down on paper. I am looking forward to seeing how this information will be overlaid with the vital trend insights we need to drive new product development and long-term business growth.

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