Source: The Insights Family

London Toy Fair is on this year with a special addition. 

The Insights Family released a special report declaring 2022 “The Year of STEM” as an exclusive for London Toy Fair, the UK’s largest trade show dedicated to games, toys, and hobbies. The event was on hiatus last year but is taking place this week. 

The report focuses primarily on the rising popularity of STEM toys among the parents and children utilizing real-time data by The Insights Family, especially with a rising interest driven by girls. The popularity of STEM toys has increased 122% for kids ages 3-12 in the UK. This increased demand for STEM focused play and digital development reflects the transformation of the next generation.

“The speed of change is significant and it has never been more important for brands to understand the changing attitudes, behaviors, and consumption patterns of their audience,” says Nick Richardson, CEO, The Insights Family. “Although COVID-19 has caused significant disruption to all of our lives, it has also caused significant innovation in the education sector, which no doubt represents an exciting opportunity for the toy and edutainment industries.” 

Related: The Insights Family Expands Its International Reach

The Insights Family is the global leader in family market intelligence. It provides independent, real-time data by surveying attitudes, behaviors, and consumption patterns of parents and children in more than 22 countries.

About the author

Madison Eubanks

Madison Eubanks

Madison Eubanks is an editorial intern at the Pop Insider, the Toy Insider, and the Toy Book. When she’s not binge-watching the entire Harry Potter film series for the 42nd time or thrifting for vintage toys, Madison contributes her writing to all three publications. She is excited to explore the world of toys and pop culture. In her free time, Madison enjoys listening to music, writing film reviews, and performing roller skating tricks.