As is the case in other consumer products, innovations often stem from a gap in the market, be it a new toy for a particular age bracket, an emerging interest, or an opportunity to leverage a given entertainment intellectual property. Toy companies are also on the lookout for the hottest internet craze and influencers to stand out in this crowded market.
Examples include the collaboration between WowWee and Pinkfong, creators of the ear worm “Baby Shark” song, or 16-year-old YouTube influencer Jojo Siwa’s deals with Just Play, Spin Master and Sambro.
Toy makers are also paying attention to the older crowd and kids at heart: collectables, board games and role-playing toys are increasingly designed for devoted fans of popular TV shows and movies like Game of Thrones and Star Wars. You may want to pre-order your baby Yoda doll now before they run out.
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