PERENNIAL TOY THEMES – HOW THE SAME OLD THEMES KEEP ON WORKING TIME AFTER TIME
Once kids move past the infant/preschool stage, they tend to prefer, even need, toys which are more involved, which have a back story, in depth characters and of course an array of different characters to make the whole premise interesting and engaging. Sometimes the back story is based on a licensed property/universe/content, and sometimes it is a standalone IP created around the toys.
Over time, most people in the toy business will tell you they see the same old themes coming back time after time. For instance, right now (at the time of writing) we’re in the midst of ‘gross’ and unicorns being prevailing themes. Next year we’ll probably see more iterations of these themes, followed by the emergence of the next big theme.
Over time, the themes which are proven to work for toys both in terms of consumer appeal and commercially speaking in terms of sales are well known. Here’s just a few of the more timeless recurring toy themes: monsters, zombies, ponies, dogs, robots etc.
In Episode 7 of the Playing At Business podcast we look at the subject of perennial toy themes in greater depth, and we outline the clear and (when you know it!) obvious reason why these themes keep coming back time and time again with no diminishing in success next time round!