Kids Insights Make 10 Predictions For 2021: A Year of Increasing Influence & Opportunity
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The Insights People, the global leader in kids, tweens and teens market intelligence, has issued its annual Kids Insights Future Forecast report, which makes 10 predictions based on its extensive experience of the kids’ ecosystem by surveying more than 277,000 children per year, across five continents and 13 countries, or interviewing a child every 30 seconds.
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The report looks at a trend called An Evergreen Generation, which details how this generation of kids are more switched on than ever before, not just in the sense of their digital access but their awareness of issues at large. As such, any larger trends relating to ethical issues must also apply to toy manufacturers. Nearly one-in-ten tweens state that their favourite brands appeal to them because they’re ethical, a trend which will continue to grow in the future. LEGO, the number one toy for Australian kids, has committed to a green future already, vowing that their bricks will be 100% sustainable by 2030. It is now imperative that any brands seeking to target this generation must be sustainable in order to engage them.
There has also been an increase in kids’ propensity to purchase licensed products that we anticipate will increase in the future. Already, over a quarter of 7-12 year olds in Australia will purchase toys in relation to their favourite TV shows and films, whereas 20% are making toy purchases related to digital experiences like video games, a rapidly expanding market.
Minecraft and Fortnite, the first and third most popular games among this age bracket respectively, have significant weight in this market in the form of licensed products. Minecraft toys rank in the top three for the most popular toys in this age bracket, behind only LEGO products. Mario Kart and Super Mario games generally make up the second and fourth top spots and we have seen Nintendo utilise new innovations such as augmented reality to create a physical Mario Kart experience, while a digital-meets-physical Super Mario board game has been created in collaboration with LEGO.
This year, there has been a rebirth of family time as a result of the pandemic. As parents and kids have come together, we have seen the family unit bond over traditional activities amidst lockdown measures. In Australia, 36% of 7-12 year olds have been playing Monopoly with their parents, while 17% say that jigsaws and puzzles are their favourite toys – this number has increased 22% in the last couple of months.
We can expect to see more innovation in the board game market moving forward, as companies will seek to build on this recent success with new developments, but also look at ways to enhance the traditional offering with digital elements that kids are already accustomed to. Already, we have seen Nintendo innovate within this industry, merging a digital gaming experience with a traditional, customisable board game. Mattel Television is currently developing a game show based on Uno, which will incorporate audience participation, while the game Articulate! produced an online version of their cards so that people could play online via video call, at no additional cost. The amalgamation of the digital and physical as the lines continue to blur will be a key trend to watch as we move into 2021.