As the cost-of-living crisis bites, pocket money toys and collectibles are in more demand than ever, as Toy World discovers.
Collectible items with affordable price points remain popular in the playground and are becoming even more so, with reports of parents cutting back on pocket money. But with a vast array on offer, what can make a collectible stand out and keep children coming back for more?
“Loads of characters, plenty of content and captivating stories, along with pick up entry price points and great value products. That’s what kids want in terms of collectibles,” says Nicola Bergot, UK managing director, Magic Box Toys, adding that content is also a a huge driver for the collectibles market.
Another big selling point is tapping into the trend of unboxing; something which has been synonymous with MGA Entertainment’s L.O.L. Surprise! brand, which owes much of its success to the reveal element.
UK & Ireland marketing director Michelle Lilley tells us how the dolls’ individuality also makes L.O.L. Surprise! a popular line, as well as keeping it fresh and on-trend each season.
“Every child across the globe can discover a doll that represents them, encouraging them to express their personalities through themes including sports, art and music,” she says.
2022 has also been a huge year for football-themed collectibles, notably trading cards and stickers, thanks to a raft of major events including the UEFA Women’s Euro 2022, Premier League and the FIFA World Cup which takes place in Qatar at the end of the year.
Panini’s product marketing manager, Jess Bell, outlines how the company is gearing up its marketing campaign for its sticker collection for the World Cup this winter, when it is normally a summer event. She also speaks about the success of the company’s other licences over the last 12 months including the popular Premier League Adrenalyn XL trading cards.
Another company scoring big with its football-themed collectibles is Topps, which is well-known for its Match Attax collection. Ian Foster, marketing and digital content director at The Topps Company, tells Toy World how it wants its customers to be wowed by the new elements it builds into its product.
Collectibles now come in many different forms, and arts and crafts company Craft Buddy also tells us about its new line, Crystal Art Buddies, based on the company’s well-known diamond art hobby, in which kids can create their own collectibles to display.
To find out more about the world of playground crazes and pocket money collectibles, read the full feature here.