Why toys are topping everyone’s wishlist

Toys may be one of the key anecdotes to Covid fatigue. Here’s why they are topping everyone’s wishlist.

We’re all yearning for a little holiday magic, a way to end Covid fatigue and an excuse to put on our “away” messages and shut off the screens. Many of us are finding this magic in an unexpected place: the toy box.

ON THE UP: TOYS

Over the summer, we saw early signs of a renaissance for toys with the unusually early momentum for the holidays. Now momentum for toys is surging again: up 26% from a low MFactor of 57 in October to 72 this week. We don’t need more tech, AI or algorithms. Adults and kids alike just need a good old fashioned toy or table game to fuel entertainment, creativity, imagination, relaxation and family bonding this holiday season.

Holiday parties? Cancelled. Trips to Grandma’s? Curbside. Sitting on Santa’s lap? Virtual. But there will still be toys under the tree to give us a dose of much needed holiday joy.

The Watchout?

Part of the fun of building a holiday wishlist is the ability to go to the toy stores and play with them in person first. Without that option this year, the challenge for toy companies is finding creative ways to engage with the kids and parents virtually.

ON THE DOWN: GIFTING “EXPERIENCES”

The last few years, we saw a movement towards more meaningful gift-giving, with many opting to give experiences instead of objects: Taking the kids to the circus, surprising your partner with a tropical trip, or gifting loved ones tickets to a concert or play.

“Experiences” were considered the holy grail of gifts — they’re thoughtful, create lasting memories and enable people to spend quality time together. Giving your presence instead of presents. Now, for obvious reasons, gifting “experiences” is on the down as there’s nowhere to go. This poses a creative challenge as we figure out how to make gifts thoughtful and personal in different ways.


THE DECODE

Here’s how toys and games are hitting all 5 drivers of momentum this holiday season.

DISRUPTION: Last year, every kid was asking for the latest technology for the holidays. This year, parents are prioritizing toys that get their kids OFF screen during downtime. Parents are buying toys to help their kids relax / destress, stay stimulated, motivated, energized and working their brains in different ways.

  • Fuel their imagination: KidKraft’s 2-in-1 Alexa Kitchen & Market is a fully-stocked kitchen set that comes with a fridge, sink, microwave, oven & stove up (and no screen) — giving kids a chance to “ghost learn” new skills, put their math to use, follow recipes, get creative & develop new passions without it feeling like they are doing more school work.

  • Play a new brain game: The Queen’s Gambit reminded us how fun, strategic & competitive chess gets. Now momentum is surging from a 56 in November to 72 this week as parents race to find chess sets and accompanying books to help their kids learn through playing. Goliath Games, which sells the iconic Pressman sets, saw an 1,048% increase in sales at the end of October.

  • “Socialize” with their furry friends: Pet toys are now toys for kids too, keeping them and their quarantine pet active and entertained. Pet merchandise is expected to be one of the top gift-giving categories. Barkbox is offering holiday-themed boxes with toys & treats. Chewy’s collection of pet puzzles will keep kids and their pets busy for hours. PetSmart has holiday themed costumes covered (even offering a Santa costume for your bearded dragon).

  • Relax and destress: Moon Pals are putting a scientific & therapeutic spin on stuffed animals. The weighted stuffed animals are engineered to harness the benefits of weighted therapy: deeper sleep, better cognitive function, reduced anxiety, just to name a few. With arms that wrap around & hug you, Moon Pals offer “hugs that can save the world.

INNOVATION: Part of the fun of the holidays for kids is building their holiday gift wish list by going to the store & playing with every toy in sight before landing on which ones to add to the list. Without that experience this year, toy companies are evolving the traditional holiday shopping experience to be fun & engaging from home.

  • Walmart evolved their Wonder Lab to give kids a way to experience its Top-Rated By Kids Toys List offerings now that in-store trials aren’t an option. Kids can play & engage (virtually) with hundreds of toys before putting them on their wishlist. And when parents are ready to check out, Walmart has conveniently set up many pickup & delivery options to get families the hottest toys ASAP.

  • CAMP toy stores are teaming up with Mucinex and Delsym to help kids be “free from” worry, boredom, distraction, discomfort and cabin fever with the Ultimate Day-cation program. CAMP is starting this activation by posting at-home activity ideas (for free) that keep kids busy, creative and entertained. And when it comes time for parents to holiday shop, CAMP will be top of mind because they kept their kids busy on the most boring days.

POLARIZATION: Who says toys are just for kids? If a quarantine holiday season is teaching us anything, it’s that we all need a break from screen time with some good old fashion fun. As we hunker down for winter, toy and game companies are taking a stance and targeting adults (even those companies that are traditionally just for kids).

STICKINESS: Holiday 2020 memories will not be filled by parties and celebrations like years past. For many, this year’s holiday memories will be defined by increased family time fueled by good old fashion competition.

SOCIAL IMPACT: Toys for Tots has renewed importance this year as it faces a double-edged sword challenge.

Run by the U.S. Marine Corps, Toys for Tots is a program that distributes toys to children whose families cannot afford to buy them gifts. The pandemic has made it even harder for parents to fulfill all their children’s holiday gift wish lists — making Toys for Tots’ mission even more important but difficult to carry out. The organization has only collected half as many toys as they had at this time last year.

The problem we have, it’s a double-edged sword, because COVID created a situation where there are a lot of people in need — more than ever before — and it’s also harder to get those toys donated,” said Staff Sgt. Robert Bacchus of the U.S. Marine Corps.

kate strassmantoys