Collectables: A Toys and Games Core Growth Driver

Collectables have always been an important presence in traditional toys but have recently found new strength

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.

Increasingly digitally connected markets are causing collectable toys to develop more frequently

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.

New product innovation and adults helping collectable growth to surge

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.

Video games have a number of lessons on how collectables try to monetise consumers

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.

Collectables have various options to find new avenues of growth as market reaches saturation

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.