The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreAug 2018
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The traditional toy market faced significant headwinds in 2017, but one bright spot in global growth was collectables, with products such as LOL Surprise! having a major impact on sales. The growth of collectables is being spurred by various factors, such as social media and a growing adult market for toys. Like any toy trend collectables will likely see its influence wane, but with the right adjustments and new product introductions they may be able to influence the toy market for some time.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Collectables, from Pogs to Beanie Babies, have long been present in traditional toys, periodically leading the market. That time appears to have come again, and the collectables market appears to once more be a leading factor in traditional toy growth, and may be a presence for some time to come.
One of the key reasons that collectables have come back in such a strong force is due to current trends in technology that make it easier for collectable toy trends to reach children –namely, the growth of streaming services and social media, allowing toys to build hype with children faster than ever.
Adults are also becoming a more important part of the growth of the collectable toy market. While historically adult interest has largely been in expensive high-end products, the release of smaller, cheap figurines for display in the home or at work has started to further the impact adults are having on collectables, along with the types of licenses that are driving the collectables market.
One area growing dramatically with collectables is video games, which offer some lessons for traditional toys. Creating rarity and goals are two ways they have been stimulating growth. In addition, toys-to-life and microtransaction issues illustrate a limitation to collectable monetisation.
At some point it seems likely that collectables will oversaturate the market and a new fad will emerge in its place. Before then, however, there are various ways the collectables market could evolve to extend its current run of success, such as new technological features or more heavily leaning on the adult toy market.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.