Toy World’s Gabriela Jimenez takes a look at which pre-school licences are celebrating birthdays this year and what is coming to the category in the near future.
Pre-school toys are a core element of most toy retailers’ product offering; a category that is largely protected from many of the challenges that affect other sectors of the toy market. The pre-school demographic is unlikely to shrink too much, and children’s development follows a pretty fixed pattern. Toddlers are less likely to be lost to screen time – or other interests – than older kids, and parents and gift givers will always seek toys that enchant, entertain and support developmental milestones. The category spans many sub-genres; basic construction, role play, early learning – and of course, early fandom of favourite characters.
2024 is a year of celebration for multiple pre-school brands. In February, Peppa Pig’s Cinema Party arrived at global cinemas to commemorate the character’s 20th anniversary and to support the celebrations, various companies have expanded their Peppa Pig ranges and released fresh new products to excite pre-school audiences.
The Lion King is celebrating three decades of fascinating children with its classic storytelling and iconic characters. Meanwhile, Paw Patrol, Gabby’s Dollhouse and Bluey have all established themselves as key properties in the pre-school toy category, with licensees continuing to meet demand with fresh products coming to the market in 2024.
Away from the pre-school licensed segment, many toy companies produce toys that will aid the development of children’s personal, social and emotional skills, with parents seeking toys that will encourage self-confidence and inspire creativity in children. Toynamics is one of the companies aspiring to keep up with these trends by launching products that will introduce children to the concepts of socialisation.
Rainbow Designs has also created pre-school toys that encourage children to tap into their creative side and develop their interpersonal skills. “There is a growing popularity for pre-school toys that encourage open-ended play, allowing children to explore their imagination and creativity freely. These versatile toys offer multiple play possibilities, encouraging independent thinking and imaginative exploration”, says Rainbow Design’s marketing director Zara Grindrod.
To discover more insights from pre-school toy suppliers and learn about upcoming developments in the category this year, click here for the full article which appeared in our April issue.
