The market for traditional toys and games remains strong, with building sets and plush toys leading the charge. LEGO in particular continues to have a significant presence. Key consumers include mothers and adults purchasing for themselves, while Amazon, Walmart and Target dominating the retail scene. Price, quality and brand trust heavily influence purchasing decisions. Brands looking to integrate AI into toys should tread carefully, as some consumers remain wary of this technology. Licensing agreements for video game properties are expanding into tabletop gaming, drawing in new audiences, while the rise of crowdfunding continues to offer innovative launch strategies. A prosperous holiday season is anticipated, supported by solid economic growth and lower inflation, though potential labor disruptions could pose challenges in the near future.
With a better economy in 2024 than previous years, new ways to reach shoppers directly, and new properties to excite, count on toys and games to continue to grow.
Brian Benway, Senior Tech and Gaming Analyst
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