Latest Trend Hunter Report Taps into the Gen Z Lifestyle
October 20, 2022 | TrendHunter.com’s latest free report for Toy Association members explores emerging products, marketing tactics, and other initiatives relevant to the Gen Z demographic, which includes anyone born from 1997 to 2012. Brands successfully resonating with this demographic are engaging with platforms, tools, and other services that promote and encourage individuality, self-expression, and personal hobbies.
“This newest Trend Hunter report provides our members with ideas for how to authentically connect with this demographic, whether it be through physical products or a presence in the metaverse,” said Anne McConnell, senior director of market research & data strategy at The Toy Association.
Some of the key trends and examples highlighted in this report include:
- Kids’ Production — Toy brands are using content creation and digital expression as themes to engage Gen Z, who has grown up fully immersed within the digital sphere. These products help children learn the foundations of production and content. Just Play offers the Sensory FX ASMR Recorder Cube, combining tactile play with recording soothing sounds. Canal Toys came out with a Studio_Creator 2 Video Maker Kit, which comes with a multicolored LED ring light, a tripod, and a green screen.
- Escapist Marketing — With Gen Z growing up during the pandemic, this demographic is turning to brands that can offer them genuine experiences. This includes platforms in the metaverse, such as Roblox and newly created The Place, which are virtual worlds featuring immersive social experiences. Walmart’s Universe of Play on Roblox lets kids explore toy worlds, collect coins, compete in challenges, and unlock secret coins in pursuit of collecting as many virtual toys as possible.
- Kid-Friendly Toy Collections — Toy brands are using IP that is popular from grade schoolers to young teens to maximize their reach. Funko’s Snaps! toy line, which features moving limbs and interchangeable parts, is aged down from the company’s typical offering by promoting interactivity and entertainment. The collection includes characters from the popular horror game series Five Nights at Freddy’s.
- Exclusive Kid-Friendly NFTs — The far-reaching impact of non-fungible tokens (NFTs) is making its way to kids, introducing tokenized digital collectibles that provide exclusive perks to young children. The popularity of NFTs among Gen Z is paving the way for marketers to introduce these collectibles to the succeeding generation, Generation Alpha (anyone born from 2013 to 2024). Social network Zigazoo is dropping a Blippi NFT collection in partnership with the show’s studio, Moonbug Entertainment. The Blippi NFTs are collectibles that provide access to monthly perks, such as exclusive Blippi videos and behind-the-scenes footage.
This report is the latest in a series from Trend Hunter offering in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, toy companies can click on the report’s consumer insights examples, scroll down, and click the images for further information.
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