BRIGHT SPOT
Toy sales expected to see a boost during the holiday season
New York City is normally home to one of the biggest toy events of the year, but this was anything but a normal year for the world’s toy industry. Due to restrictions related to the COVID-19 pandemic, a virtual party was held so guests could learn about the must-have toys of the holiday season from their computer screens. Throughout the day, attendees were able to surf the interactive 360-degree showroom floor, chat live with toymakers and experts about the hottest new toy trends and watch live toy demonstrations.
“It was really a good event,” said Madeleine Buckley, associate editor for Toy Insider, a trade magazine dedicated to providing parents, grandparents and any giftgiver with the most up-to- date insight on toys and children’s entertainment. Buckley and her team were the hosts for the event in NYC. “It was an opportunity for families, bloggers, reviewers and members of the media to see what’s available, and this year had people from all over the world including England and Canada checking in.”
It was definitely the boost everyone needed.
At the start of the year, after the shutdown there was a big concern about shipping, but things have been moving along and despite problems with stock, analysts are predicting toy sales to be a bright spot in a holiday season plagued by recession and high unemployment.
“Consumers are expected to spend an average of $650 on gifts this holiday season, down slightly from $659 a year ago,” according to the National Retail Federation ( NRF). And while nearly two in five adults say they will buy less this year, children on the list will be a priority of their gift lists.
Also weighing in is the fact that everyone is spending less on movies, ball games, concert tickets, travel and other entertainments during the pandemic, freeing up funds for toys.
So far this year, toy sales have climbed 18%, Buckley said. That’s a stark contrast to the double- digit declines that other stores and retailers have experienced.
“Much of the toy industry’s growth was fueled by board games, puzzles and outdoor toys like bicycles, scooters and inflatable pools, as families looked for ways to unplug after a day filled with Zoom calls and virtual learning,” according to the Washington Post. But, if you’re looking to buy anyone a bicycle for Christmas, be prepared — the stock is low.
“I would advise anyone who sees an item on their wish list to grab it while they can,” Buckley said, as more and more peo
The good news is new toys are being shipped every day and local toy shops are going out of their way to accommodate consumers, offering everything from curbside pickups and home deliveries to personnel shopping assistance.
ple are shopping early this year and it might be gone. That’s something parents of young children have experienced even when there wasn’t a pandemic — but hype for a new toy gets kids hooked on one toy, causing a panic for limited stock.
It’s every parent’s worst nightmare: A child asks Santa Claus for the one toy that has been sold out for months. Think of Tickle Me Elmo, Cabbage Patch Dolls and Zhu Zhu Pets, to name a few.
The good news is new toys are being shipped every day and local toy shops are going out of their way to accommodate consumers, offering everything from curbside pickups and home deliveries to personnel shopping assistance.
“I think the one thing consumers should know about the toy industry this season is that so many wonderful toymakers, manufacturers and retailers are working together, despite challenging circumstances, to try to bring families joy through play after a really difficult year,” Buckley said. “Games, toys, puzzles, and really all forms of play are such a fantastic way to make memories and keep kids engaged during this holiday season, and there are some great items on the shelves this year that really deliver. And as you shop for toys this season — whether it’s in store, online or both — be sure to practice safe and smart shopping!”