Member Exclusive: Latest Trend Hunter Report Focuses on Resurgence of Nostalgia

July 3, 2024 | While retro-inspired products in the toy industry are not a new concept, a broader trend of nostalgia in consumer products and experiences is leading to more businesses tapping into sentimentality as consumers seek emotional escapism.

Toy Association members can now access a complimentary new Trend Hunter report that explores the resurgence of nostalgic elements in contemporary products and experiences, from branded hotel stays to retro-styled appliances with modern functionality. This report not only highlights how nostalgia is being used to elevate everyday items but also provides valuable insights into how businesses can effectively incorporate these trends to connect with consumers on a deeper emotional level.

Some examples highlighted in this report include:

• Branded Overnights — Short-term, pop culture-themed rentals are being offered on select home rental platforms, such as Airbnb. These limited-edition accommodations allow fans to immerse themselves in the world of their favorite movies, TV shows, or music by staying in settings themed to beloved brands, characters, or celebrities. By offering an experience tailored to their interests, these rentals provide a unique and memorable experience for consumers, especially during special events like a new movie release, a new show season, or an album launch. For example, Airbnb gave Barbie superfans a chance to stay in Barbie’s very own Malibu Dreamhouse (pictured). The all-pink California mansion was first listed for Barbie’s 60th Anniversary in 2019 and again in celebration of the “Barbie Movie” last July. The home features everything from an infinity pool and an outdoor disco to a Western-themed bedroom, and the listing for the oceanfront property appeared on Airbnb as if it was listed by Ken himself.
  
  
• Retro Appliances — Businesses are starting to incorporate retro-style appliances with modern smart features into their product assortments, bringing a simplistic feel to contemporary kitchens. These appliances leverage cutting-edge technology, indicating that brands are not compromising on functionality or convenience. Trend Hunter reports that consumers are often more engaged when products strike the right balance between functionality and nostalgia, such as Our Place’s Wonder Oven. This six-in-one kitchen appliance can bake, roast, toast, and more, but stands out for its fun color offering and aesthetically pleasing design, reminiscent of an Easy Bake Oven.
  
  
• Nostalgic Licensing — Companies are making licensing deals to capitalize on the emotional connections consumers have with brands and icons from their past. By leveraging beloved characters and themes, companies can tap into a ready-made fan base, ensuring instant recognition and emotional connection. These licensing deals not only attract dedicated followers but also introduce classic franchises to a new generation, broadening the brand's appeal and market reach. For example, PopSockets expanded its portfolio with a collaboration with the timeless Powerpuff Girls, based on the animated series from the ‘90s. The collection includes new PopGrips and phone cases based on the heroes and villains from the show.

This report is the latest in a series from Trend Hunter that is exclusive to Toy Association members. These reports offer in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, members can click on the report’s consumer insights examples, scroll down, and click the images for further information.

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