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Toy Industry Making Changes Due to Economy--5 Trends to Watch

By Mara Kaplan

Republish: EasyPublish™ Published: 03Mar2009 Word count: 492 Viewed: 264 time(s) Get Free Content For Your Site

Toy Fair 2009 has finished its run. Toy Fair is where the toy industry gathers. Often manufacturers can do an entire year's worth of business in the four day the trade show operates. With over 20,000 attendees, 350,000 square feet of exhibit space, 100,000 products with over 7,000 never before seen in the world, 1200+ exhibitors, and 1000 global media representatives, you can see that toys are a serious business.

I spent three days at Toy Fair this year. As the consumer cannot attend Toy Fair, I wanted to share with you what I see as the trends in the toy industry. While I can't say that I saw all 100,000 products, I certainly walked every inch of the exhibit space, all 350,000 square feet of it. I came away with what I see as five trends that we will see reflected on toy shelves and they all have to do with the economy.

1. Less New Toys—There will be less new toys this year. I noticed that many manufacturers have not expanded their line and are focusing on their basics. There appeared to be fewer newer manufacturers, especially in the small entrepreneur category. Although, there are certainly those mompreneur that are committed to getting their product to the market regardless of the economy. They feel that strongly about their product.

2. Games—Games are what is hot this year. Games for very young children, games for children of all ages, family games, electronic games, adult games, games to play by yourself, games to play with a crowd. The industry sees a trend that we are going to be going out less. We will entertain at home and they are betting that we will purchase more games to play while we are hanging out at home.

3. Green—Green and organic toys continue to grow. This was the niche where people did expand their line. Manufactures went out of their way to tell you where their product was made, what it was made with, how it was packaged, and more. If you are interested in green products you will be pleased with what you will see at the toy stores.

4. Repackaging—Manufacturers know that we have less money to spend so they are repackaging or redesigning to lower the price point. For instance, you will be able to purchase 50 blocks in a set instead of 100 blocks. There were also a lot of smaller art kits. Another company took the electronics out of their toy to lower the price. People are also looking for ways to package their toy differently to lower their costs.

5. Special Needs—In this economy, the manufacturers know that they need to find new markets to sell to. The Special Needs community is growing and the toy industry is noticing. Many more people were talking about how their toy could be used for a child with a disability. Parents who are raising children with disabilities are going to benefit from this if the retail toy stores market the products well.

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