Data from The Insights Family Supports 'Toys for Social & Environmental Good' Trend

March 16, 2022 | When it comes to the topic of sustainability and the environment, products that talk the talk and walk the walk are resonating with consumers across all industries – a top 2022 trend 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 explore everything from recycling to greenhouse gases, solar power, pollution, and more are becoming commonplace across an array of categories, including arts & crafts kits, themed doll lines, and tech toys,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “The Association’s own research has found that sustainable toys are growing in importance for today’s parents and toy companies alike.”

The Insights Family’s latest data shows that between June and December 2021 parents’ concern for the environment increased by 30 percent, with two-thirds of all parents surveyed reportedly taking active steps to live more sustainably.

Sixty-four percent of U.S. parents of kids ages 3-9 reported a willingness to spend more on eco-friendly playthings, highlighting the potential for brands to put a higher price point on their sustainable products and reflect the values of their target market. In this space, brands like Mattel and LEGO have introduced new ranges to their product offerings to incorporate the push towards a plastic-free future. The Plastic-Free July campaign, a global initiative started by the Plastic Free Foundation that encourages consumers to go plastic-free, is one opportunity that has had success with U.S parents and presents an opportunity for marketing campaigns to appeal to these values, according to The Insights Family.

The Insights Family’s research also found that as concern for the environment is increasingly influencing purchase decisions, brands incorporating sustainable measures may bolster their longevity while also adding to their CSR (corporate social responsibility). In fact, 22 percent of U.S. parents with kids ages 3-9 said they would recommend a brand due to their eco-friendly credentials.

“In addition to simply encouraging families to engage in these critical environmental issues, our data clearly highlights the additional advantages to moving toward more sustainable business practices,” said Jonathan Watson, chief product officer at The Insights Family. “And through marketing and advertising campaigns, toy companies can emphasize their commitment to U.S. parents and maximize their ROI potential.”

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 469,040 kids and 228,800 parents a year.

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.