Two new experts join Spielwarenmesse’s TrendCommittee

Published on: 14th July 2020

Cara Blasco and Sujin Lee join Toy World’s John Baulch and a raft of other industry professionals, tasked with seeking out 2021’s top toy trends. 

Clara Blasco and Sunjin Lee, TrendCommittee

Clara Blasco and Sunjin Lee join Spielwarenmesse’s TrendCommittee.

Spielwarenmesse has welcomed two new faces to the line-up of toy industry experts in its TrendCommittee, bringing the total to 13.

Clara Blasco is design and trend researcher at AIJU, the renowned technological institute for children’s products and leisure in Spain. She has been researching user preferences and trends for more than 10 years, advising toy companies and childcare facilities on product developments. Since 2017, she has focused on research projects relating to sustainability for users and consumers of toys and children’s products.

Sujin Lee from South Korea, meanwhile, has seven years’ experience in the toy industry and has registered several toy patents. Last year, he started running a data-based communication platform for parents and children whilst shedding light in his monthly reports on emerging trends in the media, the online trade and the retail trade.

Clara and Sujin, together with their peers, are tasked with identifying new and emerging toy trends for 2021, in time for the 72nd Spielwarenmesse, which is currently slated to take place at the end of January next year.

The focus of the TrendCommittee will be on medium-term trends that are likely to influence the toy world for several years to come. Generally, these trends are already starting to emerge in the media and on social media but are yet to have a noticeable impact on the market. Based on the definition by the Spielwarenmesse, a trend must have the potential to succeed on the mass market, whilst also having clear international appeal.

This year’s trends – Toys for Future, Digital goes Physical and Be You! – highlighted sustainability, the digital space and inclusivity. The TrendGallery, usually situated in Hall 3A, showcases each year’s trends, and provides exhibitors and visitors will a single, dedicated area where they can find out more and view associated products.


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