Kidults: Play Knows No Age

This year’s fair further evidenced how the kidult market has become an increasingly significant force in the toy industry. Kidults are not just consumers; they’re enthusiasts and passionate collectors. Kidults now account for a significant share of the market, with brands dedicating up to 20% of their focus to this demographic (Circana & Generation Media, ‘Toying with Future’).

More and more franchises, from Harry Potter to Star Wars, are embracing their cross-generational appeal, and extending their mega-IP toy and games offerings to adult consumers. But it’s not just major franchises that are capitalising on this increasingly important market, as more niche hits like Sonny Angels tiny collectible figurines (propelled to fame via TikTok) are captivating older kids, teens, and kidults alike. We also recognised that the market for graphic and scare focussed toys, inspired by horror franchises like Creepypasta,continues to increase – with several brands broadening their product offering in this space. These products appeal to kidult collectors and hobbyists seeking to satisfy their scare craving.

In 2025, we are likely to see a continuation of this kidult trend, with more brands moving away from the traditional “children-first” product development approach and instead exploring ways to capitalise on the play and collectible needs of older audiences.

Bluey: A Global Phenomenon

We saw Bluey collaborations feature prominently across a wide range of toys and games at Toy Fair. Bluey represents a golden opportunity for toy developers to capitalise on a passionate and expanding fanbase. We saw successful Bluey partnerships across the fair, with its themes and characters cleverly interwoven into a range of play scenarios.

This growth of the Bluey IP is expected to accelerate with the upcoming release of Bluey’s first feature film in 2027, creating a golden opportunity for expanded collaborations in toys and games, particularly focusing on secondary characters. The show’s heartfelt storytelling, relatable family dynamics, and whole family appeal have helped, cement its status as a cultural phenomenon that toy developers simply cannot ignore.

ASMR Toys: Play Meets Self-Care and Comfort

It was clear at Toy Fair that autonomous sensory meridian response (ASMR) toys are an increasingly ever-present product range within the industry. We witnessed ASMR toys utilising an array of creative sensory designs and interactive elements to engage and relax their users. From DIY slime kits to satisfying sensory plushies, these toys are playing a positive role in providing well-being and comfort to people of all ages, offering a stress remedy and self-regulating alternative for kids away from screens and tablets

ASMR toys have also become a cultural phenomenon on platforms like YouTube and TikTok. ‘ASMR creators’ film themselves playing with these toys, amplifying their sounds and visuals for audiences. The growing popularity of these products reflects an increasing focus on mental wellbeing, and an increasing need for toys that support the emotional development of children and adults alike.

Closing Thoughts: Play for Everyone

Toy Fair 2025 reinforced that play is no longer bound by age or convention. Whether it’s the nostalgic allure of kidult fandoms, the widespread appeal of Bluey, or the simple satisfaction of ASMR-inspired toys, the toy industry is finding new ways to connect with people of all ages.

The shift towards products that hold universal cross-generational appeal signals a broader change in how we view play. As we look ahead to 2025, it’s clear that the toy industry must adapt to a market where the lines between kids, parents, and kidults are increasingly fluid. This evolution calls for a focus on emotional resonance, shared moments, and a more inclusive approach to marketing – ensuring that play remains a universal experience for everyone.

Reference List

Generation Media x Circana: Toying with the Future Event, Toy Fair 2025

Plush Paradise: Huggable Happiness

Amidst the array of toys, plushies have shone as fuzzy beacons of joy, marking the return of the charm associated with soft, cuddly companions. From adorable animals with oversized eyes to mythical creatures from fairy tales, plush toys have transcended their role as bedtime buddies to become a cultural phenomenon. Noteworthy also is the surge in popularity of emotional support plush toys for adults, such as emotional support chickens and mushrooms. These toys cater not just to children but provide comedic relief to individuals of all ages, tapping into the ever growing awareness among parents about the importance of emotional development in children. However, brands should not just rely on plush toys as the emotional development beacon but encourage this aspect in other forms of toys in order to bolster overall toy sales.

Board Games: Laughter Unboxed

While digital entertainment dominates the landscape, board games have carved out their niche, showcasing an impressive array of games at this year’s Toy Fair. A delightful trend emerged, with humour taking centre stage as a crucial element of gameplay. Games like “TMI” and “Exploding Kittens” featured new expansion packs, that inflicts fits of laughter to those who play. The focus on entertainment for adults, fast pace, engaging mechanics, and the quirky themes embedded in these games make them ideal choices for social gatherings. Humour, proven effective in advertising, is emerging as a selling point, contributing to the products’ appeal in the overall market.

POP Toys: Collectibles

The variety of POP Toy characters, ranging from iconic superheroes to beloved animated characters, showcased a strong and long lasting trend of superhero characters and the importance of bringing the magic of favourite worlds and escapism into households. These collectibles, with a labyrinth of characters to choose from, have gained popularity across all age groups. This year, superhero enthusiasts have been treated to a range of POP toys inspired by the Marvel Universe, catering to fans of Iron Man, Captain America, or the Guardians of the Galaxy. In addition, collectibles, featuring sought-after characters that are rarer to obtain have capitalised on the concept of exclusivity creating scarcity and, in turn, value to full effective.

The Future Playroom

The future of the toy industry seems poised to embrace a diverse range of play experiences. Plush toys, with their tactile and humour-infused charm, have taken centre stage in this revolution while success in the evolving toy market hinges on creating products that not only entertain but also emotionally resonate with consumers. Whether hugging a plush friend or sharing laughter with a funny-faced game, the future playroom promised to be a space of boundless creativity, joy, and connection.

Despite the increasing integration of AI into everyday life, it appears that popular toy trends remain rooted in tradition and nostalgia. In a world embedded with digital noise, toy brands have identified that these timeless trends offer a comforting reminder that sometimes all one needs is a soft hug and a good laugh to rediscover the joy of being a kid at heart.

Digital Natives

The digital native generation continues to redefine the way kids interact with the world. In 2023, we saw an even deeper integration of technology into children’s lives. From early exposure to coding and robotics to the rise of educational apps that make learning fun, kids are not just consumers of technology but active participants in its creation.

Eco-Friendly Play:

With environmental consciousness on the rise, kids in 2023 have been increasingly embracing eco-friendly practices in their play and lifestyle choices. Sustainable toys, eco-themed educational materials, and a growing interest in nature-based activities were all part of the eco-consciousness of kids in 2023.

Inclusive Entertainment:

The demand for diverse and inclusive content is influencing the entertainment landscape for kids. Streaming platforms and children’s programming are adapting to reflect a broader range of cultures, identities, and experiences. Kids are not only seeking characters that look like them but also stories that resonate with a global audience.

DIY Everything:

The do-it-yourself (DIY) trend continued to captivate young minds in 2023. From crafting and building to cooking and science experiments, kids are embracing the joy of creating something with their own hands. This trend not only fosters creativity but also promotes a sense of accomplishment and self-expression.

Retro Resurgence:

Nostalgia has made a comeback, with a resurgence of interest in retro toys, games, and fashion from the past. Classic cartoons, vintage video games, and even throwback fashion styles are finding their way into the hearts of a new generation, bridging the gap between the past and the present.

Wellness for Kids:

The importance of mental and physical well-being is gaining recognition in kids’ trends. Mindfulness practices, kid-friendly yoga, and wellness apps designed for children are becoming more popular. Parents and educators are recognising the significance of teaching children to prioritize their mental health from a young age.

Educational Gaming:

The gamification of education took centre stage in 2023. Interactive and educational games are being embraced as effective tools for learning. From maths and science to language and history, kids are engaging with content that is both entertaining and educational, blurring the lines between play and study.

The trends that shaped the world of kids in 2023 are creating a narrative that reflects the values, interests, and aspirations of the younger generation. As we unwrap the influences that have shaped the past year, it’s clear that kids in 2023 have navigated a dynamic and ever-changing cultural landscape, marked by innovation, inclusivity, and a genuine concern for the world they will inherit.

The enchanting spirit of Halloween took centre stage at KidSight 2023, Giraffe Insights’ exclusive conference dedicated to delving into the intricate minds of Generation Alpha. The heart of KidSight was a deep dive into the universe of Gen Alpha, that powerful generation born between 2010 and 2024. With presentations from leading experts in child and family research, attendees gained invaluable insights into the distinctive behaviours, preferences, and trends that define the youngest generation of our time.

Gen Alpha: Learning about them

We scrutinized what sets Gen Alpha apart from the rest: they are true digital natives, living in an intensely interconnected world, and they possess a remarkable level of emotional intelligence. Generation Alpha, born in the digital age, distinguishes themselves as true digital natives, seamlessly navigating a hyperconnected world. What sets them apart is not just their technological prowess but also their exceptional emotional intelligence. This heightened awareness of emotions enables them to form genuine connections and seek authenticity in their interactions.

In terms of entertainment, they love the fast-paced sharing on social media, but are also still fans of longer form (some may say more traditional) TV shows and movies. Despite having short attention spans online, they appreciate the depth of longer narratives that play to their needs across the day. Gen Alpha is all about balance, blending the best of both digital and traditional worlds to create a new truth.

Gen Alpha: Growing and evolving with them

Generation Alpha’s world is intricately woven with technology, influencing every aspect of their lives, from their developmental milestones to how they interact, play, and learn. But beyond their tech-savvy nature, we’ve delved deeper into their diverse cultural influences, unveiling a rich tapestry of preferences that shape their choices.

Understanding Gen Alpha goes beyond just acknowledging their digital prowess; it’s about recognizing the cultural threads that contribute to their unique identities. Brands seeking to connect with this generation must dig into their fundamental needs and values. Aligning with these core aspects isn’t just a choice; it’s the very foundation upon which trust and appeal are built.

To truly engage with Alphas, staying ahead of the curve is crucial. Keeping up with the latest trends isn’t just a necessity; it’s a way of speaking their language, bridging the gap between generations, and ensuring that brands remain relevant and resonant in their dynamic world.

Gen Alpha: Maintaining a connection

This generation will continue to evolve and as brands we need to be prepared to evolve with them.  How can we do this?  Through research and insight! Our research is tailored to your specific needs, informing strategies so that decision making is informed rather than predicted and budgets are spent in the right way.  Ask questions of this valuable audience and incorporate their voices into the foundation of your strategies for 2024 to stand head and shoulders above the rest.

In the vibrant world of consumer goods and branding, the concept of brand licensing has become a dynamic force, shaping the way businesses connect with their audience. Brand Licensing Europe (BLE), the continent’s premier event, stands as a testament to this phenomenon. As the industry gathers to showcase its innovative spirit and entrepreneurial drive, let’s explore some of the key trends and products that us at Giraffe Insights have noted to have taken centre stage at this year’s BLE, shedding light on the future of brand licensing.

Nostalgia-Driven Licensing

Nostalgia has a powerful influence on consumer preferences. At BLE, nostalgic licensing has made a significant impact, with brands tapping into the emotional connection consumers have with their childhood favourites. Retro gaming consoles, classic movie franchises, and iconic cartoons have all made a comeback through licensed products.

As animation technology advances, beloved characters from yesteryears are being reimagined and reintroduced to captivate modern audiences. Remakes and reboots of iconic cartoons have become a focal point, allowing brands to leverage the fond memories associated with these characters while infusing them with contemporary appeal. By capitalizing on nostalgia, brands are not only appealing to existing fans but also introducing beloved characters and themes to new generations, fostering a timeless legacy.

Collaborative Licensing Partnerships

Collaboration is key in the world of brand licensing. BLE has witnessed a rise in collaborative partnerships between brands and artists, designers, and influencers. Some examples we had a chance to have a look at are the Pokémon x Squishimallow and Hot Wheels x Monster Trucks.

 These partnerships bring fresh perspectives and creative flair to licensed products, resulting in unique and desirable merchandise. By leveraging the influence and creativity of collaborators, brands can reach wider audiences and create buzz around their licensed offerings.

Traditional Charm Amidst Innovation

Despite the emergence of digital innovations and experiential branding, traditional products like clothing, kitchenware, and toys continue to reign supreme, commanding the market with their timeless appeal. In the bustling halls of BLE, it becomes evident that these classic items remain the cornerstone of the licensing industry. Clothing adorned with beloved characters and iconic designs captures the essence of fandom, offering consumers a tangible way to express their affiliations. Kitchenware, infused with the charm of well-loved franchises, transforms ordinary household items into cherished collectibles, appealing to both functionality and nostalgia. Toys, with their enduring ability to evoke joy and wonder, remind attendees that the tactile experience of play is irreplaceable. BLE’s continued focus on these traditional treasures not only highlights their undiminished market demand but also reaffirms their irreplaceable role in fostering meaningful connections between brands and consumers, making them an integral part of the licensing industry’s legacy and future.

Final thoughts

In the whirlwind of Brand Licensing Europe 2023, Giraffe Insights identifies three pivotal themes shaping the industry’s future. Nostalgia breathes life into classic franchises, appealing to both old and new audiences. Collaborative partnerships inject creativity and freshness into licensed products, expanding brand reach. Amidst digital advancements, traditional items like clothing, kitchenware, and toys maintain their allure, underscoring their timeless relevance. As we bid farewell to BLE 2023, these trends collectively chart a path where the charm of the past harmonizes with the innovation of the future, promising a diverse and enduring world of licensed products.

Get in touch to find out more about the changing kids viewing landscape and what this means for your brand.

At Giraffe Insights we work with brands to understand these intricate patterns of consumer behaviour and decode the ever-evolving landscape of back-to-school shopping.  

Supermarkets turn into action-packed hubs during this period. You have rows and rows of products all neatly laid out – think fresh notebooks just waiting for ideas and backpacks decked out with dreams. But guess what? Underneath all this, there is a whole complex mix of behaviours and trends happening. 

The dance of tradition and innovation 

The back-to-school shopping experience is a blend of tradition and innovation. Timeless items like pencils, paper, and rulers maintain their appeal, symbolizing continuity amidst change. Yet, innovation has left its imprint. Once rare, technological gadgets and digital tools now join essentials, showcasing the fusion of education and technology.  

Looking at 2023, the National Retail Federation highlighted the priorities of parents as they embark on the back-to-school shopping journey. Leading the pack are clothing and accessories (95%), followed closely by shoes (94%) and electronics (69%). It is like practicality and tech had a cool collision, making getting ready for school a whole new game. 

Navigating choices in a digital age 

The digital age has not only redefined how we learn but also how we shop. Online shopping, once a novelty, has now become an essential channel for procuring school supplies. Virtual shopping carts brim with convenience, allowing parents and students to make purchases from the comfort of their homes. This shift has also ushered in a new dimension of decision-making, as online reviews and social media recommendations play a significant role in shaping choices. 

In light of the prevailing cost-of-living crisis, a considerable number of parents have embraced a shift towards more comprehensive online comparative shopping practices. This is driven by a strong determination to secure the best price for the products they need.  

The influence of trends and social media 

Lately, social media has become a major player in how people shop. A survey conducted in June 2023 indicated how the main motivations to use social media for back-to-school shopping include: to browse products, to read reviews and recommendations, to find about promotions and to receive coupons. This behaviour has disparities between generations, having Millennials use social media in back-to-school shopping primarily for browsing purposes, while Gen X uses it to find out about new promotions. 

The world of back-to-school shopping is akin to a dynamic landscape where trends sway like the wind. From the resurgence of vintage designs to the surge in eco-conscious choices, consumers’ preferences echo broader cultural currents. In particular, the year 2023 witnesses sustainability stepping into the spotlight as more than just a buzzword. Eco-friendly items such as reusable water bottles and environmentally conscious stationery are seamlessly integrating with the more traditional selections. Notably, these sustainable products have experienced a commendable 30% surge in sales, indicating a clear inclination among shoppers to opt for choices that resonate with environmental values. 

The tip of the iceberg  

The journey through the bustling aisles of back-to-school shopping reveals a fascinating interplay between tradition and innovation, which we have only begun to touch on here. Giraffe Insights’ further exploration of consumer behaviours in ‘Little Voices’ a study that regularly checks in with parents during this season and beyond underscores the intricate patterns that shape shopping decisions. 

As the digital age permeates every facet, online platforms redefine convenience and decision-making. Social media, a dynamic force, shapes the choices of different generations. And in the midst of trends and transitions, sustainability emerges as a resounding theme, reshaping the landscape of consumer preferences.  

References