Industry leaders, retailers, and manufacturers weigh in on toy trends, changes, and more in The Toy Book’s annual State of the Industry Q&A.
KATHLEEN CAMPISANO, Vice President, Toys & Games, Barnes & Noble
What trends will have the biggest impact on the toy industry in 2019 and beyond?
The toy industry can certainly expect to see more innovative and creative ways of interpreting and delivering products that offer a “surprise inside.” With the success of franchises, such as Spin Master’s Hatchimals, MGA Entertainment’s L.O.L. Surprise!, and Funko’s Mystery Minis, it’s evident that combining the element of surprise with a unique reveal will continue to captivate kids.
Another important and profoundly relevant trend is in STEAM products, or science, technology,
engineering, arts, and math. This educational initiative needs the toy industry’s support to help make critical thinking, coding, programing, and problem-
solving more fun. Manufacturers such as Thames & Kosmos, Wonder Workshop, and ThinkFun are leading the way in providing an opportunity for our industry to encourage kids with a lifelong love for the arts and sciences.
What are your predictions for the state of toy retail this year?
First, I think toy retail in 2019 will see a positive disruption driven by consumer demand for a reimagined shopping experience. Customers want more from their time in retail stores, and giving them a sense of journey and enjoyment while they shop is critical. Time in store will need to be time well spent! So, creating meaningful and relevant reasons to come into stores matters.
Second, with access to information and the influence of social media, customers require complete transparency. They want to know who they are buying from, the policies around how things are made or manufactured, what causes they support, if they’re environmentally conscious, and more. Retailers need to openly share their policies, practices, and corporate values. The retailer that shares and communicates clearly who they are and what they stand for will be able to establish a mutual, longstanding relationship based on loyalty and value sharing.
