A peak into this year's trends in the toy and game industry - January 2019 - Qindle
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The toys of 2019
- A peak into this year’s trends in the toy and game industry -
January 2019
The toy fair you don’t want to miss
As the nosy trend-hunters we electronic toys section was
are, the Qindle team visited for definitely one captivating hall.
the second time the renowned
Spielwarenmesse (toy fair) of However, since we recently wrote
Nürnberg, Germany. A lively quite a few lines on what
place of 170.000m2 bursting with technology is up to (cf. our CES
nearly 3.000 exhibitors from 68 2019 and Retail 2019 trends
countries and over 70.000 reports), in this report, we will
visitors. Needless to say, that it mention other Spielwarenmesse
is the place to be on this end of highlights that are not as much
January. tech-related. We found it quite
interesting indeed to see how
For its 70th edition the fair didn’t the non-tech toy retailers are
fail to impress us once more with moving along in this digital era –
its 12 different halls, each at least partly – and how there is
representing a different toy a genuine come back to not only
category, from dolls to AR to basics, but also well-being.
fireworks. With the always more
proper introduction and Following are four themes that
therefore proper adoption of encompass this movement.
technologies into our lives, the
— make it real
CES 2019
#1 Wellness: Relax playing
What particularly took our Besides this, we were
interest this year is the rise of pleasantly surprised to find
wellness through toys. With children games that revolved YOGi Kit YOGi Dice
today’s boom around healthy around spirituality and
food & lifestyle, wellness is a calmness (versus competition
topic that we usually associate or materialistic collectable
with grown-ups, as they handle toys), such as YOGi Kit / YOGi
busy and stressful lives. Yet, the Dice or the Yogi card game.
fair had a section of its own These innovative games
with “Kidults” toys that are seemed to us to be a great way
meant to target this growing to step away from screens and
niche market of consumers that add a new level of teaching
are ready to pay good money that is no less important as the
for the privilege of having an more cognitive or strategic
innocent and light moment of games.
Metomics Yogi
childhood - see for instance
Metomics: the high quality
aluminium building blocks.
Metomics
#2 Minimalism: Simply playing
Minimalism has increased in FSC-certified natural wood, the
popularity over the past few practical bunny kick scooters
years, and in the toy industry which can also be used as a
Abel Wobbel
parents will appreciate that sorting box, or the modular
notably in the first few years of Abel cotton tents. The
age of their children. A lot of simplicity of these toys, incites
products at the fair did indeed: children to experience play in a
use raw materials and a light very different way, using their
palette of colors, employ little own imagination rather than
amount of parts, show efficient being overwhelmed with
designs or simply designs that buttons or sounds.
are pleasant to the eye
(through organic or symmetric Just like toys are not only for
shapes that easily blend with children, simplistic shapes and Cubicus
surroundings). well-balanced colours will also
appeal to the older public, who
This tendency leads to quite will make use of such toys and
unique, inventive designs, such games as decorative pieces for
as the multi-use Wobbel swing the house.
made out of a singular piece of
Squadro
#3 New Materials: Feel playing
Toys made out of natural materials bacterial and doesn’t retain
had a large hall of their own at the moisture/dust), but it is also a
fair, which is great. Wood was once safe toy by its lightweight,
again widely used in all sorts of toys doesn’t break and doesn’t make
and we clearly noticed the any noise. In short: a minimalist
sustainable and organic topics toy with new surface feature and
empowered this year too. Qindle that respects nature. A win-win!
client Jumbo, for instance, sent a c.Cardboard: With last year’s Sculpta Palooza Playfoam Pals
strong message showcasing a Nintendo Labo launch, it was
dedicated section within its stand expected to see new carton
with board games made out of 100% board-based games this year.
recycled materials. At the fair, you We saw for example Carboard
could see a sustainable dice we Pinball, an interesting pinball
developed together! machine made out of carboard –
a great, economical and hands-
Other noticeable materials included: on way to learn and play. Back
a.Foam: Award winner to basics!
Educational Insights presented d.Dust: The minimalistic concept
its malleable “mess-free” games of Locomo charmed us. This
with foam which doesn’t stick, Crocodile Cardboard Pinball
eco-friendly toy made out of
doesn’t dissolve, doesn’t dry-out rubber-wood sawdust gets
and is non-toxic. The perfect children outdoors to observe,
blend! think and play with what the
b.Cork: Corcodile, a newbie on the world has best to offer: nature. A
fair, introduced us to its cork winner for us!
toys for children, which have the
multiple advantages of not only
being naturally clean (it is anti-
Locomo Intelligent Intersection Pilot by Continental
Locomo
#4 New Old: Relive playing
For us grown up it is always appreciated Papaton shadow
soothing to rediscover the good theatre, a modern version of
old classics of our childhood. shadow playing that works with
Using basic materials or giving an app where stories, sounds
retro looks is one thing. and light effects are at
Another is to revisit the children’s disposal, initiating
Classics. Since Tetris’ 30th them to storytelling.
anniversary and last year’s 35th
Papaton Supercube
anniversary, the game got new Finally, let’s mention Bookii
spurs of inspiration and a few taking a new turn on
new versions were to be found educational books. With its
this year, such as Tetris Duell. innovative digital pen, the
game brings children into an
Other interesting come-backs interactive world in which they
are STAX Hybrid: reinventing can get curious and explore a
the world-famous building wide variety of topics through STAX Hybrid Highwaykick
block by adding light and text, visuals and sound. The
sound, Supercube: the first book can even be configured to
app-connected rubric’s cube be read out to children with
enabling gamers around the their parents’ voice! Just like
world to compete or Kumiita, these self-reading
Highwaykick: an award-winning games are fantastic for
two-in-one kickboard - with or children’s development.
without seat. We also really
Tetris Duell Bookii Kumiita
The toy fair you don’t want to miss
A/N. Note that we are not immerse and engage in great
talking about innovation here, conversations with
rather we mean to point out professionals and clearly
trends: the discrepancy passionate people.
between the two is that trends
are novelties that might not be The plus? You get to have a
evident everywhere just yet, great time with a first-hand
but that do already have some experience on the latest and
traction and have been picked upcoming games and toys.
up by a few manufacturers Seeing a group of influential-
already. Momentum is what looking businessmen around a
differentiates trends from board-game or company
innovations. directors in mini-convertible
cars is part of the décor. It
What a fair! The busy and would be fair to say that 50% is
intense Spielwarenmesse is business and 50% fun at the
definitely worth the detour. It is Spielwarenmesse. Definitely
simply a must for all those see you next year!
wanting to get clued up about
what the toy retailers are up to, - The Qindle team
but also a great way to
— make it real
CES 2019
Qindle — Growing business
through innovation & design
Qindle® is a Dutch innovation and design company
that operates globally within FMCG, Consumer
technology and Health industries. We are a team of
strategists, designers, and engineers with decades
of experience in enabling ambitious companies to
deliver product and brand experiences that matter
to people, build business and mind the
environment.
By combining the strength of expertise and
personality together with an effective think and
can-do mentality we always deliver on our
straightforward brand promise:
Make it Real.
— make it real
Thank you!
— design and innovation
Joan Muyskenweg 22
1096CJ Amsterdam
www.qindle.com
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