Technological advances have brought about a meaningful transformation in the way today's children play. The toy industry has decided to leap and grow. In recent years, raising the quality of domestic toys has been given priority. Toy manufacturers and designers use new technology in designing and making toys. Large, long-established toy companies around the world consider the use of mobile phones and tablets as an entertainment tool a cause for concern.
The first toy design and construction competition was held in 1373 (1994/95) in the United States of America. In Iran, too, the National Toy Design and Construction Competition began operating on a biennial basis from 1389 (2010/11). 374 groups took part in the first stage of the second round of these competitions, of which 185 groups advanced to the next stage.
Ways of growth and development of the toy industry
Among the driving factors that can affect the growth and progress of the game and toy industry, the following can be mentioned.
- An increase in the number of households that have two sources of income, and also rising income in emerging toy markets
- Technological progress (including VR and mobile phones) that drives increased demand for video games
- Increased penetration of social media and greater use of them
- An increase in the amount of consumer spending, which is a driver of demand for action figures, plush toys, sports equipment, preschool products and puzzles
The proliferation of new business models such as subscription box services. The proliferation of these business models will expand the toy market over the forecast period.
Reasons for the success of the game and toy industry in 2020
Seamless integration between physical and digital games
Keeping up with consumer behaviors and changing in line with them
Using influencer marketing including famous YouTubers
Offering distinctive packaging
Placing prizes inside packaging for children, such as placing various slimes and educational dolls
Classification of toys and types of games
With the development of technology, children too at younger ages have moved away from toys and been drawn toward games. This means creating an opportunity for toy makers who have targeted this age group, and categories such as video games are conquering the main and important arenas of the market. Social media that have introduced children to cartoon characters from cult television shows and movie franchises, such as LEGO and Transformers, are a driver of increased demand for themed toys and games.
The popularity of educational, interactive and multifunctional toys is also increasing, because families in developed markets decide to buy this type of toy for their children as a tool for childhood development.
Construction games
With the development of creative and unusual thinking and the setting aside of traditional thinking, toys such as Legos have come into being. This creative approach is currently underway and leads to the invention of creative and reusable combinations so that children can become familiar with different textures, designs and styles. Combinations such as magic sand, play dough, putty (putty) and glaze (slime slime play).
With the progress of technology and the inclination of children and adults toward computer games, games such as Dreams in 2019 and classic Minecraft in 2009 are recognized as a form of self-expression and the assertion of ideas. The more tools for producing three-dimensional virtual worlds find a place in society, the more people also use them as a channel for creativity and communication.
Plush toys are being personalized
The era of old teddy bears, or teddy, is over. Global trends have moved toward personalization, and this very fact is a driver of innovation and increased demand for custom products, such as toys with a GPS tracker and sensor.
Cartoon shows and action movies also still play a key role in increasing demand for plush toys. We expect that with the release of blockbusters such as Wonder Woman, Minions and Mulan in 2020, we will see more plush toys with a cinematic theme on the market, while Hasbro intends to put Ghostbuster toys on its agenda alongside the release of the movies.
Educational games and steam skills
Day by day the number of consumers who care about their health is increasing. These people use food-related toys to educate their children. In a lively and engaging way they teach their children to choose good and appropriate foods. Parents who want to develop their children's STEM skills (science, technology, engineering and mathematics) these days attach greater importance to toys. One of the most exciting and progressive areas is the emergence of STEM-oriented toys that are made specifically to encourage young girls to become scientists and engineers, such as Goldieblox, Roominate and Yellow Scope
According to the Toy Association's Decoding STEM/STEAM report, toys, by helping the growth of essential skills and competencies through play, play an important role in teaching STEAM concepts to children. In addition, this report states that toys can motivate children to get excited about observing new fields and to make mistakes without fear, and on the other hand also help facilitate cooperation among children.
Dolls with a particular point of view
Collectible toys, such as dolls and accessories, have become a major selling point for toys. However, the Toy Association has warned in this regard that this trend will not last in the long run, because children are moving toward different ways of playing.
Today consumer behavior has changed and the consumer has moved toward the development of progressive products. One example of this discussion in the dolls segment is Mattel. This company has produced the world's first genderless doll, which is a reflection of the growth of non-binary society. Young people's dislike of labeling has increased and a wave of demand for such dolls has been created around the world.
Smartness and environmental compatibility of infant toys
Just as environmental protection (environmentalism) is increasing day by day, biodegradable packaging and raw materials are also becoming parents' priorities.
One type of infant toy is the educational toy. Parents, seeking creative ways to help the development of infants' skills, including sound recognition. It is expected that the growth of technologies such as sensor technology, semiconductors and so on will have a positive effect on the development of the infant toy market in the coming years.
Game consoles and online games
The popularity of free online games is increasing every moment. Most of today's toys can be controlled via smartphones. By installing a dedicated application or special software designed for playing with a toy on your smartphone, you can access various online games.
MMOGs are massively multiplayer online games that, thanks to an adventure game full of fighting called Fortnite and other games including World of Warcraft and Call of Duty, have experienced extraordinary growth. This, as a huge leap in technology, has made games more realistic than ever. It has also led to a proliferation of electronic sports games.
The progress of toys shows that cloud gaming has more potential than computer games and game consoles to develop premium games.
In cloud gaming, instead of installing a game on your system, you can play the game you want on your home console using the internet. Meaning that your game console, television, mobile platform or computer do not rely on their internal hardware to deliver games. In that case, games that cannot run on your hardware system can easily be run through cloud gaming.
Cloud-based gaming services allow users to play without having their gaming system with them. Whenever and wherever high-speed internet access is possible, these games can be enjoyed.
Machine-translated from Persian by Namafar; the Persian original is authoritative. Read the original in Persian