Exclusive: Free wheelin’ – a look at wheeled toys

Published on: 7th June 2021

Rachael Simpson-Jones considers the trends affecting the wheeled toy market, and the latest opportunities for suppliers and retailers.

With summer fast approaching and staycations on the cards for many families this year, the wheeled category looks set to enjoy another strong period. This year, skateboarding looks set to be one of the big winners within the category. The popularity of the sport, which is cheap and accessible to get into, as well as easy to pick up yet challenging to master, has soared in recent years, and companies such as HGL and Swag Distribution are seeing that reflected in their skateboard sales. Some have suggested the official recognition of skateboarding as an Olympic sport is to thank for this, while others believe the likes of Sky Brown, the youngest professional skateboarder in the world, is behind it.

Sales of scooters and bikes have also soared during lockdown as families sought fun new ways to get out the house and enjoy some fresh air.

Alison Downie, global Licensing & Brand director at HTI Toys, commented: “The pandemic has highlighted just how much time children spend looking at screens, and so we have found that parents want to encourage more physical activity and promote outdoor play. Shared experiences as a family and evergreen play patterns have emerged as market drivers during the pandemic. Learning and working from home has meant consumers have turned back to traditional modes of family engagement, which has put more focus on activities that families can take part in together, both indoors and outdoors.”

With news of the very latest scooters and ride-on ranges, as well as innovative introductions and the growing popularity of electric scooters in the wheeled category, read the full article and sector guide, which appeared in the June edition of Toy World, here.





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