2022 Toy Trends

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1. OUTDOORS AND SPORTS TOYS WILL DOMINATE

In the past 5 years the expenditure on outdoor and sports toys has been higher than any other physical toy category. This is likely to continue as we adjust to new ways of living with a focus on the home environment. Kids benefit from at least an hour a day of active play, so investing in outdoors and sports toys continues to be a winning option for families.

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2. DOLLS AND ACTION FIGURES WILL BE POPULAR, BUT TRENDS WILL CONSTANTLY CHANGE

Ever-popular dolls and action figures give kids an opportunity to role play and imagine open-ended scenarios.  They are beneficial toys and are popular choices for gifts. In 2022 we'll see a revolving range of dolls and action figures that come and go quickly. For one season we may see blockbuster movie dolls, for another season there may be dolls 

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2. DOLLS AND ACTION FIGURES WILL BE POPULAR, BUT TRENDS WILL CONSTANTLY CHANGE

that embrace diversity, and in another season a television brand may expand to the toy shelf. Gender-neutral options will grow somewhat alongside diversity as an expectation. No matter what form they come in, dolls and action figures will form a big segment of the toy market in 2022.

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3. EDUCATIONAL TOYS WILL BE IN HIGHER DEMAND

Education toys help develop literacy, numeracy, creativity, critical thinking and other skills that benefit kids. Toys that engage the mind, hands and emotions will be particularly sought, such as kits, puzzles and games. STEM (science, technology, engineering and mathematics) toys will build a stronger following, particularly for girls. Recognising the double 

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3. EDUCATIONAL TOYS WILL BE IN HIGHER DEMAND

benefits of entertainment and education, we'll see more educational toys in our homes in 2022.

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4. SUSTAINABILITY IS A HOT TOPIC, BUT CONSUMER CHOICES WILL BE INCONSISTENT

Us adults prefer to make good choices for ourselves, for kids and for our world. Awareness of the damage caused by manufacturing, transport and waste continues to grow in our society, though the level of compromise still varies greatly from person to person. Parents will make more sustainable choices but not in every instance. They

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4. SUSTAINABILITY IS A HOT TOPIC, BUT CONSUMER CHOICES WILL BE INCONSISTENT

are more likely to embrace sustainable options where it is (1) easy and (2) there is little loss of perceived value for money. Easy choices currently include the visible packaging and the use of biodegradable materials, such as woods and cottons. Therefore, in 2022 we'll see a move away from plastic packaging towards cardboard and recycled 

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4. SUSTAINABILITY IS A HOT TOPIC, BUT CONSUMER CHOICES WILL BE INCONSISTENT

materials across all toy categories. We'll see more promotion of wooden toys, though the jury is out on how much the demand for wooden toys will grow. Toys with reusable components such as kinetic sand and putty are likely to remain popular over toys that utilise plastic consumables.

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5. BUY LOCAL IS GOING TO BECOME EVEN MORE IMPORTANT

The beginning of 2022 has been hampered by supply issues, rising transport costs and inconsistent productivity in manufacturing. Importing toys made overseas is more difficult and more unreliable. How long this continues is unknown. Consequently there will be more demand for Australian-made products that can be provided consistently.

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5. BUY LOCAL IS GOING TO BECOME EVEN MORE IMPORTANT

Consumers are willing to pay more for locally-made toys if they come with a sense of 'being part of something important', 'supporting our communities' and 'doing the right thing'. Local toy companies that get their branding right are likely to see growth in 2022.

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6. PERSONALISATION WILL BE EMBRACED BY BOTH PARENTS AND KIDS

In recent years we will have seen increasing demand in personalisation, such as name puzzles, embossed initials and custom printed books. In 2022 this trend will continue. Manufacturers are bringing in new and better ways to deliver personalisation with quicker turnaround times. Personalisation adds value 

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6. PERSONALISATION WILL BE EMBRACED BY BOTH PARENTS AND KIDS

without significantly increasing prices, which consumers love.

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