'Mystical, magical and supernatural' toys topping kids' lists for Santa
This year's top trends reflective of difficult times consumers are going through, industry experts say
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Times may be tough, but the toy season soldiers on, especially during the holidays, when gifts for kids top everyone’s Santa list.
This year’s top trends may be reflective of the difficult times consumers have been living through — kids today want to immerse themselves in a world of wonder, magic and anime.
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According the Toy Association, “mystical, magical, and supernatural toys” are the latest trends, if only to “transport kids and adults on an enchanting journey, blurring the lines between fantasy and reality.”
The organization points out that, thanks to a resurgence of cultural interest in spooky, mystery and horror genres across movies, TV, and literature, “expect to see an array of toys that leverage new technologies, hidden features, secret codes and unfolding narratives that tap into our natural curiosity, explore the thrill of the unknown and lead kids to new discoveries.”
What’s hot? The Toy Association reported that trends for 2024 include “eco-lasting play, eerie enchantment, vitamin P(lay) and anime mania.” This includes toys that fuel emotional intelligence, are screen-free and sports inspired.
“Toys that not only promote physical fitness but stimulate creativity, healthy emotional expression and social interaction,” noted the site. “Play-based learning.”
Other toy trends for 2024 see a decided shift from the big toys to more micro-sized collectibles and small projects — toys based on movie characters are skyrocketing (did anyone say dolls based on the smashing hit movie Wicked?)
Although people have been tightening their belts since the pandemic, research shows that revenue in the toys and hobby markets is expected to reach into the billions of dollars.
In Canada, research from madeinca.ca noted that “Canadian toy and games sales generated almost $7.3 billion in retail store sales in 2022” and that the fastest growing toy categories were plush, outdoor and sports toys, games and puzzles.
It should be noted about 75% of Canadians “still prefer to shop for toys and games in brick-and-mortar stores” and that Canadians were already toy bargain hunting in the early fall, looking for marked-down deals on last year’s bestselling toys.
Juli Lennett, Circana’s vice-president and industry adviser for U.S. toys, reported on the Toy Book website that the market has remained “relatively stable (and) the industry continues to demonstrate resilience,” noting that this year’s standout toys include Pokemon, Squishmallows, Star Wars, Marvel, Barbie, LEGOIcons, Hot Wheels and Fisher-Price.
According to NPD Group Canada, toy growth is coming from all across the industry and that the biggest growth is in the plush toy category, along with action figures and accessories. (We’re looking at you, Deadpool and Wolverine!)
“This season, parents are looking for toys that will spark imagination, engage kids for repeat play and are durable,” said Shalin Shah, director of marketing and digital platforms for Mattel Canada.
Some of the top toy names include Barbie, Hot Wheels Ultimate Garage, Fisher-Price and card games, he said, adding, “The spend on children’s toys really varies, (with) options for every price point.”
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The top contenders?
“Year after year, Lego remains a top contender on children’s Christmas wish lists,” said Ryan Campbell, an associate vice-president for kids fun at Canadian Tire. “Hot Wheels never goes out of style either. Finally, the classic Furby and its mini Furblets make for the perfect plush stocking stuffers. These interactive, harmonizing companions are as fuzzy as they are fun, guaranteed to delight kids of all ages.”
Marisa Pedatella, manager of brand communications for Hasbro Canada, said fan and family brands include Transformers, Monopoly, Dungeons and Dragons, Magic: The Gathering, Peppa the Pig, Play-Doh and premiere collaboration brands (like Star Wars and Marvel from Disney) are also among the most popular.
That said, no need to break the bank as there are “stocking stuffers and gifts under $30,” as well as creative play products, action toys, board games and pop culture-inspired merch — “gifts that are not only entertaining, but making learning fun.”
As such, science, technology, engineering and math (STEM) toys and games continue to be in demand.
TOP TOYS FOR 2024
According to Toys “R” Us Canada, this season’s top toys include:
— Barbie Dreamhouse;
— Little Live Pets Mama Surprise;
— Nerf N Series Gear Up Pack;
— Pac-Man Arcade Pinball;
— Baby Annabell Active Doll;
— VTech Go! Go! Smart Wheels Track Set;
— Hot Wheels Monster Trucks;
— Lite Bright Super Bright HD Hello Kitty;
— Fisher-Price Thomas & Friends My First Train Table;
— Lego Disney Stitch Buildable Kids’ Toy Playset.
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