In the world of toys, one thing remains clear: animals are the powerhouse of the toy aisle! From squishy plushies to must-have collectibles, animal-themed toys continue to capture kids’ imaginations, dominate wish lists and take over social feeds. But why do they work so well, and how can brands tap into this trend to stay … Read More
From heartwarming nostalgia to bold political statements, this month’s standout toy campaigns are tapping into powerful emotions. Brands are crafting stories that not only capture attention but also inspire action. Here’s our roundup of the best toy campaigns from the past month, showcasing the diverse and evolving landscape of the toy industry. 1. The future … Read More
The £1 Billion ‘Kidult’ Market Toy Brands Can’t Afford to Ignore Toys aren’t just for kids anymore. In 2023, the so-called ‘kidult’ market – adults indulging in play for nostalgia, stress relief, or creative expression – accounted for a whopping 28% of the total toy market. That’s nearly one in every three pounds spent on … Read More
Last week’s NPD report on the UK toy industry in 2020 was welcome news at Highlight.