Toy market news

These pandemic-related business strategies will last

There’s no doubt that the toy industry is rooted in tradition, from counting on tried-and-true play patterns to doing business in-person at major events throughout the year. But when a global pandemic enters the picture, all of that goes out the window.

During this past year, toy companies were faced with countless challenges, staying in touch with consumers, spending endless hours strategizing, shifting, and problem-solving from afar, all while trying to get used to a new normal. Ironically, these obstacles are exactly what drives innovation.

The Toy Book spoke with 14 top manufacturers to pinpoint exactly what evolving trends and business practices came out of or were accelerated during 2020 due to the pandemic, and evaluate which ones are short-term fixes and which are here to stay.