perspectives
Toy Industry Association
Get Smart Educational Toys & Games Scale New Heights
by Kristin Morency Goldman, communications specialist, Toy Industry Association
E
ducational and STEM-based toys have grown in popularity over the past few years, and experts predict that the trend toward “Smart Play” will continue to flourish this year. Now found in just about every toy category from building sets to arts and crafts, these sought-after playthings include both back-to-basics learning toys and highly innovative products, including those that teach kids coding, robotics, multiple languages, and advanced mathematical concepts. At this year’s 112th North American International Toy Fair, the Toy Industry Association (TIA) named “Smart Play” as one of the top toy trends of the year, and we’ve got the numbers to back it up: According to Euromonitor International, the U.S. is currently the largest individual country in overall scientific/educational toy sales. The category recorded positive growth in 2013 for the first time since the recession, indicating that parents are becoming more willing to invest in high-end educational toys. And last year’s toy sales figures reported by The NPD Group
underscore the popularity of two categories that include an abundance of educational and STEM-related toys: building sets and youth electronics, which posted gains of 13 percent and 10 percent, respectively. “Educational and STEM toys run the gamut from logic and problem-solving activities to cutting-edge products that help kids build essential cognitive skills that can be applied to many aspects of school and life,” says Adrienne Appell, TIA’s leading trend expert. “One thing they all have in common is that they encourage children to explore, learn, and grow while also having fun, which is hugely appealing to both parents and kids. Toymakers are continuing to respond to that need by creating multilayered toys that truly enrich the play experience.” Retailers might want to consider positioning their educational playthings based on the different types of play they encourage or the skills they help to build; see below for some examples. Visit thegeniusofplay.org to learn more about the many benefits of toys and play, plus discover brand-new research, cool toy picks, and expert advice that can be shared with parents, caregivers, and other shoppers.
INTERGENERATIONAL PLAY
10 • THE TOY BOOK
Lego’s Lego Classic promotes intergenerational play.
Toys that encourage learning at every age and stage are perfect for parents, grandparents, and kids to enjoy together as a family. These might include games, science experiments, building projects, and other hands-on playthings that will help build healthy bonds, connect kids and elders through play, and bring a
JULY/AUGUST 2015