14 March 2011
The Toy Fair 2011 saw more than 10,000 buyers visit the show this year and the total number of attendees increased by 3%, international buyers increased by 9% and international attendees in total were up 13% – a fantastic footfall for the NYC based show. We sent our US Trends Editor, Estela Lugo, to find out the key directions for toys in 2011.
Traditional, vintage-inspired wooden toys were in abundance at Toy Fair – we saw dolls houses, push along vintage prams and old-fashioned wooden jigsaw puzzles – all executed in natural wood so that natural grain and texture replaced the need for ornamentation or colour. We’ve mentioned the importance of nostalgia in kids trends in our Spring Summer 2011 trend forecasts and there was plenty of evidence to suggest this trend is still unfolding.
Wild animals and insects always fascinate kids. At Toy Fair we saw jungle animal puzzles, plush owls and elephants and insects adorning everything from picture puzzles to soft toys. What’s new here is the mixture of pattern, so contrasting patterns, fabrics and prints are collaged and intentionally mis-matched with the same toy, so that it gives a busy crafted feel.
We were impressed with the quality of the individual coaching. Not obtrusive or interfering, but genuinely steering the team to target objective.
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