By Sarah Montano, Professor of Retail Marketing
Birmingham Business School, University of Birmingham
It’s the time of year when thoughts turn to that elusive Christmas wish list. One thing we do know will feature on many lists is toys. Whilst, we know that little ones will be anxiously waiting for Santa to deliver, we should not forget that today many toys are aimed at teenagers and adults, otherwise known as kidults. So, what will be at the top of the wish lists this year and what makes a toy so popular?
Why do toys become so popular and sell out?
For busy parents and carers, hopefully the toy at the top of the wish list is not something that’s sold out and impossible to find! Customers may remember the days when that must-have toy was sold out everywhere, leading them to drive around all the supermarkets and toy stores in the city to see their little one’s eyes light up on Christmas morning. Were you chasing a Buzz Lightyear in 1996 or a Furby 1998? In the 1990’s searching for that toy at the top of their wish list was quite the challenge!
There are many reasons why a toy will sell out. Firstly, we now have the influence of social media. Squishmallows will be at the top of many lists this year and their desirability is due to TikTok, with #squishmallow having nearly 700,000 posts, we may call this influence a “social mood”. Secondly, the influence of popular culture and films. With the release of the Barbie movie in 2023, Barbie’s Dreamhouse became a much-wanted item. Thirdly, nostalgia, making something a perennial favourite such as Lego. Lego have hugely expanded their range and now, not only are their ranges targeted to specific customer segments such as Lego Friends, there are film and TV tie-ins such as Marvel and Friends. Finally, just sometimes there is no real reason, a toy catches the imagination of children unexpectedly and sells out!
Who are the kidults?
All retailers will want to focus on a specific customer segment or range of segments, this is one of the basic principles of marketing STP – Segmentation, Targeting and Positioning. Retailers need to identify who they want to sell to, target these customers who are most likely to buy and ensure that their brand is different from their competitors (positioning). It is quite obvious that the toy retailers want to appeal to children, but a not so obvious segment is the kidult, known as someone over the age of 12 who likes toys and games. There are many reasons for this such as nostalgia or collecting. Some retailers such as Lego have kidults as a core target segment as illustrated by their Creator Expert range that is for those aged 18+.
The rise of the (toy) experience
In the 2020’s there has been one key change to a retailer’s strategy and that is to focus on offering an experience as well as a product and one toy brand that is doing this very well is Jellycat. Not only can you buy a range of products but in Selfridges London and Birmingham you can visit Jellycat themed stores. In London there is the Jellycat Fish and Chips store, where you can buy a Jellycat Lily fish, Cosy chips and Dot and Peg mushy peas and many other themed cuddly friends. The store is decorated just like a retro white and blue fish and chips van, but be careful, you might find your Jellycat fish in a fryer! If you don’t want fish and chips, then spend some time in Selfridges Birmingham where you can find the Jellycat General Store. Recently opened, this general store is laid out exactly like a grocery store and is home to vegetable Jellycats, bunches of flowers and cups of coffee.
What is likely to sell out in 2024? We can categorise this year’s predicted top sellers into 4 key themes, let’s look at each theme in turn.
Loveable Friends: a loveable cuddly friend is always welcome and this year the aforementioned Squishmallows and Jellycats are right at the top of that list. Soft and fluffy Squishmallows are a range of soft toys that are very collectable and feel like you are hugging a fluffy cloud!
Interactive Toys: If you want something more tech based, then Interactive Toys are a big theme this year with the Stitch Crack Me Up being named as one of
Film Tie-ins: Barbie and Moana are still popular this year. Moana due to the launch of Moana 2 and Barbie, well She is Everything (and he’s just Ken!)! The Moana doll lets little ones recreate their favourite moments from the film when she sings “We’re Back”. Barbie, always a favourite, has an entire Barbie World, with Argos alone selling 163 Barbie items. This year the Barbie Mysteries: The Great Horse Chase Ultimate Stable Playset is proving to be a must-have item.
Retro Toys: Remember the days when you were desperate to see what Santa had left under the tree? Retro toys are back. Recent generations favour three in particular: Lego, Furby and Playdough. You may remember many happy days making great concoctions with Playdough – if you want to pass the enjoyment down to little ones, then popular this year is the Playdough Rainbow Swirl Ice Cream set. You can spend Christmas day pretending to eat ice cream with sprinkles all served in a cup (remember not to mix the colours up!).
If you want to get creative and build something more long lasting, then Lego will still be a favourite this year. For children the Double Decker Bus or McLaren Formula 1 race car are looking to be popular, but we have not forgotten the kidults. This year the range of Botanical Flowers is likely to be very popular. If you want something more interactive, then Furby is back. First popular in the 1990s, Furby has had a makeover and has over 600 responses including lights and 10 unique songs.
As we look to the 2024 holiday season, it’s clear that toys continue to capture the imagination of both children and adults alike. Whether driven by nostalgia, pop culture, or the thrill of new experiences, the toys at the top of this year’s wish lists reflect the ever-evolving nature of consumer interests. From cuddly companions like Squishmallows and Jellycats to interactive gadgets and retro classics, the magic of toys remains alive, ensuring a joyful and memorable Christmas for all ages.
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The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of the University of Birmingham.