Toy market news

New wave: How the collectables market can survive the pandemic

By Jelena Stosic

Of the many changes to sweep across the toy industry at the hands of the pandemic, one of the most noticeable shifts is across the collectables landscape. Once a sector that carried the industry to success not one year ago, it’s fair to say that the coronavirus has given the market a bit of a shake-up.

Here, Kids Industries strategy director, Jelena Stosic, a marketing expert who has worked with the likes of Star Wars, PJ Masks, WarriorCats, BBC Worldwide, and Playmobil, and a regular guest lecturer at the University of Vienna, dissects the category and asses what it needs to do to regain the foothold it once had.