Data from The Insights Family Supports "Zen-Sational" Toy Trend

May 18, 2021 | Through all the uncertainties tied to the pandemic, children have increasingly turned to toys as a form of escapism and entertainment – a top 2021 trend first identified by The Toy Association and supported by data from The Insights Family, a global leader in kids, parents, and family market intelligence.

"Toys that help kids process their emotions and develop social emotional learning (SEL) skills have proven to be incredible tools for helping families navigate the difficulties of the past year," said Adrienne Appell, senior vice president of marketing communications at The Toy Association. “We are expecting this trend to grow with so many toys that promote mindfulness rolling out between now and Q4, including calming puzzles, stress-relieving fidget and tactile toys, dolls that promote empathy, at-home spa kits, and so much more.”

According to The Insights Family’s latest data, compared to January 2021, parents’ concern for their children’s mental health has increased as this year continues, with parents reporting in March 2021 to be +23 percent more likely to want their child to be less stressed through play.

Twenty-two percent of parents of children ages 3 to 5 in the U.S. said that gaining creative skills through play was most important to them (aside from having fun), followed by gaining social skills (17 percent) and physical activity (15 percent).

The research found that U.S. parents who value the development of creative skills through play under-index on the "good value for money" aspect being important when purchasing new toys for their kids by -22 percent, reflecting their prioritization of creative development for their growing kids over saving money.

Data also shows the types of toys children play with has an impact on their well-being, with the following findings regarding girls ages 3 to 9 years old:

• 12 percent report that soft toys are their favorite toy type, and they are more likely to never feel anxious, indicating soft toys contribute to these girls’ mental health.
• While bullying is the second biggest concern among this demographic (at 26 percent, indicative of 3.5 million girls), those that consider Barbie their favorite toy are 24 percent less likely to be concerned about the issue.
• These girls also under-index on being concerned about appearance-related issues including racism (-37 percent) and obesity (-46 percent), which might highlight the effectiveness of previous Barbie campaigns and product lines in promoting diversity and inclusiveness.

The Insights Family’s research also found that kids ages 3 to 12 who favor puzzles are more likely to claim they do not feel anxious (+11 percent), highlighting the benefits on well-being associated with these types of toys.

"Our research opens up many opportunities for brands that want to tap into a growing demand for toys that teach children empathy, self-confidence, and mindfulness," said Jonathan Watson, Chief Product Officer at The Insights Family®. "Even as the world re-opens and families begin spending more time and money on experiences, toys will remain a crucial tool for offering emotional support to children of all ages."

The Insights Family® (formerly The Insights People), is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behavior, and consumption patterns. Every year the company surveys more than 362,100 kids and more than 176,800 parents.

Freemium access to The Insights Family real-time data portal providing information on the attitudes, behavior, and consumption patterns of kids, parents, and families, is available here.