UK-based toy retailer The Entertainer (The Toy Shop) has released a guide to help shoppers understand exactly what kids are looking for in a toy. “Toyminology, an A-Z Guide” includes the token words and jargon that kids use to describe their favorite toys.
The guide aims to translate the current toy trends, lingo, and products into phrases that those with purchasing power can recognize. According to recent research, only 29% of adults feel confident in knowing what their kid’s “toy lingo” means, and 79% feel like kids move to a new craze or trend before they can grasp the first one.
The research also highlights that 57% of parents and grandparents feel confused when discussing toys with kids, and 50% feel that, since they cannot understand a kid’s toy interest, it’s harder for them to bond. Additionally, 30% of adults didn’t understand what their kids wanted and purchased the wrong toys during the holidays.
To combat these misunderstandings, The Entertainer’s new resource, “Toyminology, an A-Z Guide,” differentiates Squishmallows from other plush, highlights what new products are fit for obsessions, and more. Parents and retailers can download the digital guide at thetoyshop.com, however the guide may not be visible to readers outside of the UK and EU.
The company also recently streamed a new holiday ad. In the advertisement, an abandoned toy, Ray, sings Roxette’s “It Must’ve Been Love” in a household hallway as it watches kids play with other toys. Ultimately, Ray understands that the holiday season delivered a new favorite toy, and what he had with the kid is done. The video closes with the statement, “For the next love of their life.”
The Christmas ad campaign features a Ray plush toy, an adoption certificate for the character, and several Ray-inspired emojis, coloring pages, and drawing sheets. Kids can even listen to Ray’s favorite songs on a Spotify playlist.
The ad ties into the new toy translation resources — Ray realizes that kids can quickly develop new interests and new favorite toys, and this can make it harder for parents to keep up with their kids.
According to Dr. Elizabeth Kilbey, a Consultant Clinical Psychologist, “In this fast-paced world, it can be hard for parents to find time and space to connect with their children and even harder when they feel like they’re struggling to keep pace with the latest crazes and interests. Children’s development moves so fast, and it can often feel like we are playing catch-up as they move on to new skills and interests.”
With the new guide, shoppers can easily understand their kid’s new obsession — even the ones that knocked Ray out of the toy box. The guide and The Entertainer’s Ray-focused Christmas ad campaign are available on thetoyshop.com and The Entertainer’s YouTube channel.
