Hottest toys for 2022
Technology, TV and working from home dominate the trend for kids — and adults
Inflation may be the Grinch stealing the gift-buying power of families, but one category of merchandise remains unaffected: toys.
The U.S. toy industry’s sales grew 4 percent in the third quarter of 2022 after a 12 percent growth in the same quarter last year, according to the NPD Group, a retail research firm. Americans spent nearly $1 billion on outdoor and sports toys over the last quarter, on top of billions more spent on games and puzzles, dolls, action figures and plush toys.
“Even in times of economic downturn or uncertainty, families typically want to do right by their kids and have a good holiday,” said James Zahn, senior editor at Toy Insider, a toy review publication. “They tend to cut corners in other places in
order to make that happen,”
For many families, it may be a matter of changing where they shop and what they buy,
rather than reducing the number of toys they plan to buy, Zahn said. Discount toys under $20, such as miniature dolls that can clip to backpacks or keychains have become more popular this year, he said. More consumers may choose to shop the toy selection at discount stores such as 5 Below. But for families already planning to spend big, elaborate dollhouses and massive building sets are likely to remain popular.
Many mainstays of this holiday season will look similar to the last — Squishmallows, the popular plush toy for children and adults alike, continue to dominate toy sales. Classic brands like Hot Wheels, Barbie and LEGO are also attracting interest, retailers say. But new children’s entertainment, developments in technology and remote work have all influenced new toy trends this year, said Zahn.
Content-driven toys
Of the top 10 selling toy