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Most Impressive Phenomena in 2019 Toy Industry

The year 2019 is coming to an end. We have ed some of the most impressive phenomena in the year, which might be helpful for predicting the future development trends.

1.
Interactive Hatch Toys are becoming a hit
In 2019, interactive hatch toys are increasingly favored by consumers, and they are frequently seen on the major toy lists. Various toy companies have launched new interactive toys, such as Owleez, TOMY’s RIZMO and SCRUFF-A-LUVS REAL RESCUE by MOOSE TOYS etc.
Children could interact with the toys in various ways such as touching, cuddling, talking, singing etc. to unlock the different features of the toys. The process of toys growing up and picking up new skills bring infinite fun to children.

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2.Combining the digital world with the real world

In 2019, LEGO launched a new series of Hidden Side that supports AR applications. These play sets are equipped with simple AR applications developed based on ARKit. After the assembly is completed, users may turn on the AR application, and after the application recognizes the play set, the game will be displayed. Then consumers can play interactive games on their phones.

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Mattel launched a new Hot Wheels™ series of smart products in 2019-Hot Wheels™ id, combining the world's best-selling toys with digital racing cars to provide a new Mixed Play experience. This unique experience is based on physical toys and adding digital enhancements to the core of the game, allowing players to experience the dual fun of the real world and the digital world.

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3.Surprise toys continue to be popular

Surprise toys in 2019 are still extremely popular. Toys such as L.O.L. Surprise Doll, ZURU 5 Surprise Ball, and BLUME Surprise Doll, which allow consumers to Sprout Your Own Doll with Water are the most popular ones.

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4.Kidult Economy

In 2019, trendy toys such as surprise boxes and figurines gained huge popularity. Toys not only belong to children, but also satisfy the curiosity, collection desire and the pursuit of individualistic things of "older children" over 12 years old.

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5.Influencer Marketing Creating IPs & Brands

Forbes recently released the YouTube celebrity income list for 2019, and the eight-year-old boy Ryan Kaji, a toy marketing influencer, topped the list with a revenue of 26 million US dollars (182 million yuan). His channel is called Ryan ’s World and now has 23 million subscribers.

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Recently, besides unboxing toys, Ryan has launched a new toy under his own name: RYAN ’S WORLD SUPER SURPRISE SAFE. Children can unlock more than 30 surprises with keys. By pushing and unveiling, shattering and decoding to discover puppets, treasures and more. It was ed by Toy Insider magazine to be the recommended toys for the 2019 holiday season.

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6.Eliminating the “gender label” of children's toys

From toy manufacturers to consumers, it seems that they are used to dividing toys boy’s toys and girls' toys, but now people have realized the gender-label problems and started to make changes.
The French government signed a new agreement in September 2019 to combat gender discrimination caused by children's toys. The agreement stipulates that French toy manufacturers will launch more neutral toys covering both male and female images. There must be no sexual inducement. The legislators of the agreement believe that eliminating the “gender label” of children's toys will help promote gender equality in work environment.
Mattel also launched the gender-neutral "Creative World" series of dolls for the first time. Each set consists of a doll with no gender characteristics, two optional hairstyles, and various clothing accessories. Children can freely match these dolls to create a variety of gender expressions.


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7.Sustainable Development

Global environmental issues are becoming increasingly prominent, and it has become the consensus of all nations to take the path of green and sustainable development. Many toy companies also started to reduce the use of plastic materials and develop new green alternatives materials from the product raw materials to packaging adhere to the principle of sustainable development.
Mattel announced that by 2030, all its products and packaging will be made from sustainable materials, and next year it will launch a new version of the Fisher-Rock-a-Stack made from sugarcane-based plastics.

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8.Toys + New Retail

How can traditional toy companies innovate and develop in the tide of new consumption and new retail? Leading toy enterprises Muwan and IMBA-DICKIE respectively launched new retail based operating projects in 2019 and exhibited them at the 2019 CTE, which attracted widespread attention from professional visitors.
Muwan launched “playing wood”, which is a wooden toy play & learning parent-child experience center integrating toy sales, wooden toy play park, and wooden toy workshop.

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IMBA-DICKIE launched the off-line experience retail store. It is committed to becoming a community “Parent-Child” convenience store that is worth visiting every day, with "classic toys, creative gameplay, peer playmates" as its core benefiting children’s playing, growing up and socializing.

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9.Chinese toys exported to global markets; International brands entered Chinese market

Despite the many uncertainties brought about by the Sino-US trade war, China's toy exports have grown significantly. According to statistics released by the General Administration of Customs, from January to November this year, the total export of toys nationwide was 19,842 million yuan, an increase of 30.8% over the same period last year.

At the same time, more and more internationally well-known toy brands and retail stores are optimistic about the Chinese market, making strong presence at the 2019 CTE. For example, Japan's miniature building block Nanoblock, Spain's top toy chain Eurekakids, Europe's top educational toy company Djeco, the world's leading children's entertainment company Spin Master, the world-famous board game company Asmodee and so on all targeted the Chinese market. It is believed that more world-renowned toy brands will enter China in 2020, bringing a richer playing experience for Chinese children.

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