What makes a modern children’s fad?

©Yan Krukau (2021)

REPORT

4 Apr 2023

With the choice of toys at an all-time high, children making purchase decisions at a younger age, and technology bringing the playground closer than ever before, how can brands build the next big thing for kids? And as the lifespans of fads get shorter, how can brands engineer staying power?

Sectors
Travel and LeisureToys and hobbies
Locations
United StatesUnited Kingdom
Generations
Gen Alpha (born 2011-present)Gen Y (born 1982-1996)

Chris Byrne

Chris Byrne, known as the 'Toy Guy', is an independent toy analyst, researcher, and consultant with more than 30 years’ industry experience.

Professor Barry Kudrowitz

Professor Barry Kudrowitz is a professor and the head of the department of design, housing, and apparel at the University of Minnesota. He’s also the author of Sparking Creativity: How Play and Humor Fuel Innovation and Design.

Margo Bergman

Margo Bergman is a data scientist with interests in data science, AI, ethics, and decision theory. She conducted research into fads as part of her PhD in economics at the University of Houston.

Doris Bergen

Doris Bergen is a retired educational psychologist and distinguished professor emeritus at Miami University. Her research interests have included the development of play, effects of technology-augmented toys, and adult memories of their childhood play.

Emma Sheppard

Emma Sheppard is a journalist specialising in business, technology, family and social affairs. As well as Canvas8, her work has appeared in The Guardian, Wired, BBC Worldwide, The Independent and more.