Latest Trend Hunter Report Explores the Rise of Community Engagement
March 28, 2025 | Toy Association members can now access a complimentary new Trend Hunter report that highlights a movement across industries toward creating community-focused experiences. This trend reflects a broader cultural shift: Consumers are craving experiences that align with their identities and values, and they’re gravitating toward brands that help foster those experiences through inclusive, intentional, and often local communities.
Rather than targeting traditional demographics like age, gender, or income, companies are starting to cultivate spaces that invite individuals to engage with each other based on shared passions and values. From niche online groups to in-person activations, the focus is shifting toward offering a sense of belonging and shared experiences in both digital and physical spaces.
Some examples highlighted in this report include:
- Culinary Connection — Bookstores, specifically those that exclusively offer cookbooks, are evolving into community-driven “third spaces” where food enthusiasts can gather for cooking classes, author events, and shared culinary experiences. These spaces go beyond retail, offering a welcoming environment for offline connection, personal expression, and the joy of learning together. For example, Brooklyn-based bookstore Archestratus has evolved into a community-centric space by hosting food writing workshops, intimate dinners, and monthly potlucks that bring its customers together over a shared love of cooking.
- Virtual Community Kitchens — Virtual communities are increasingly becoming powerful platforms for education, connection, and social impact, especially among younger audiences. “Mission: Hunger,” the first virtual community kitchen on Roblox, taps into this potential by engaging kids in a gamified experience that raises awareness about food insecurity. Created by New York Common Pantry and The Purpose Group, the experience allows players to restock shelves, prepare meals, and learn from characters, while each in-game action unlocks a donation in the real world.
- Brand Retreats — Immersive experiences that tap into the universes fans love are redefining how brands connect with their audiences. Club Crackers partnered with author Lucy Score on a “Book CLUB House” retreat, which transported fans into the world of the “Riley Thorn” series of novels through a weekend getaway filled with character-themed rooms, hidden story references, and cozy spaces for reading and socializing. The weekend also featured a curated itinerary by the author herself, adding a layer of excitement for fans on the trip.
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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