The toy industry plays a unique role. They have to forecast the needs of its target audience as well as push the creative envelope. Toy Industry products are manufactured at a massive scale. Making the wrong product decisions results in a cascade of financial doom and gloom. Consequently, risk taking is rare and innovation becomes evolutionary. The 2019 NY Toy Fair encapsulates the year of playing it safe.
Toy Industry Trends
As I wandered the aisles throughout the cavernous Jacob Javits Center, I kept a keen eye out for inspired creativity. Which company held the answer to the question, “what is the next big thing?” In essence, that meant more than being a trend setter, but rather a catalyst for meaningfully shifting the paradigm. Who was ready to change the world?
Tech Tones it Down
It wasn’t so long ago that most major toy manufacturers decided to go all-in on app integration with their products; the idea being kids using their smart devices to interact with a toy. The result? Poorly executed apps and less emphasis on physical interactive play. Parents and kids alike eventually dismissed said products in droves. In 2019, the trend has been to avoid coupling their products with smart devices. In respect to tech toys, the electronic wizardry exists independently within the toys themselves.
Play it Safe. Give it a new coat of paint.
From the industry heavyweights, to the plucky start-up companies, the rule of thumb seemed to be pragmatism. The toys themselves weren’t radical departures but subtle, incremental tweaks to firmly established products. For example, Mattel’s Barbie broadened its societal inclusiveness in its lineup but the dolls themselves are the same type of dolls your grandparents probably played with in the past. Licensed products from entertainment stalwarts such as Star Wars, Disney’s Toy Story or Universal’s Jurassic Park continue to be mined as a dependable revenue stream. I often wonder if there will be further consolidation of major manufacturers resulting in fewer toy choices for kids.
The Bottom Line
As an adult, I’ve attempted to maintain a childlike sense of wonder. It’s a spirit which lends itself to hope, inspiration, and appreciation for play. The toy industry wields an enormously important role in the development of children. As a parent, I’ve grown (sometimes kicking and screaming) in recognizing both its positive and negative value for families. Reflecting on the 2019 checkpoint for the toy industry, I’d state that innovation is still alive and well but the question remains will it have a voice in the future.
Images from 2019 NY Toy Fair
Related:
Subscribe to our YouTube Channel.
Love podcasts? Catch up and listen to episodes of The CuteMonster Show.
