Nostalgia, social media, and high play value drive holiday gift trends – Verkkokauppa.com predicts this year's hit toys
Press release, 17 November 2021
This Christmas, toy trends are driven by nostalgia, social media, and a demand for high play value, predicts Finland's largest toy retailer, Verkkokauppa.com. According to sales data from Verkkokauppa.com, sales of premium toys for adults have doubled since last year. A global container shortage may affect the availability of certain hit toys this season, so it's best to shop early.
The busiest toy shopping season of the year is beginning. Verkkokauppa.com sales data shows that over half of annual toy sales occur during November and December alone.
Nostalgia is currently sweeping through pop culture—and toys are no exception. According to Essi Tyson-Fyhr, Product Manager for toys at Verkkokauppa.com, we are looking at a "retro Christmas" when it comes to this year's hit toys.Essi Tyson-Fyhr notes that the trend is clear.
“Toys are now being sold to children through their parents. Kids of the 80s are buying He-Man for their own children, while 90s kids are getting excited about Bratz again. Among this Christmas's hit toys, the Masters of the Universe castle and the Ghost Castle board game have been designed to be as nostalgic and faithful to the originals as they were in the golden 80s,” says Tyson-Fyhr.
According to Tyson-Fyhr, last year's exceptional circumstances sparked a real interest in toys among adults, and that passion has only grown—sales of premium toys have doubled during 2021. The adult toy category is dominated by LEGO, where the Botanical Collection and other more challenging sets have become major hits.
High play value and social media trends drive interest
Social media plays an increasingly significant role in creating global toy trends. According to Laura Haagmann, Category Manager for toys at Verkkokauppa.com, many Finnish Christmas stockings will feature simple hit toys popularized on TikTok, such as the reversible octopus plushie and Pop It fidget toys.Laura Haagmann expects these to be top sellers.
“On the other hand, there is a demand for high play value this Christmas—meaning toys with rich details and features that encourage varied play. The Disney Princess Ultimate Celebration Castle faithfully recreates the movie palaces to inspire imaginative play. Similarly, the Hot Wheels Ultimate Garage offers a bit of everything, including a car-chomping dinosaur,” Haagmann explains.
Just like last year, there is a strong demand for interactive and educational toys. According to Haagmann, Finnish consumers continue to trust familiar, durable classic brands, which are also favored for their high resale value. “The global container shortage will affect the availability of some hit toys this season. That’s why it’s worth starting your Christmas shopping early—especially if there’s a specific must-have toy on the list for Santa,” Haagmann says.
Verkkokauppa.com* Forecast: The Hit Toys of Christmas 2021
Verkkokauppa.com compared the features of the most popular toys from previous years, analyzed early sales signals for this season, and forecasted which toys will be the biggest hits this Christmas.
- Star Wars Galactic Snackin' Grogu Interactive Figure
- Pets Alive - Dancing Pug
- Masters of the Universe Origins Castle Grayskull Playset
- LEGO Super Mario 71360 - Adventures with Mario Starter Course
- LEGO Ideas 21327 - Typewriter
- Disney Princess Ultimate Celebration Castle
- Hot Wheels Ultimate Garage
- Ghost Castle Board Game
- FlipFlop Reversible Octopus Plushie
- Air Hogs Gravitor RC Drone
- Cool Maker Go Glam U-Nique Nail Salon
- Hot Wheels Tesla Cybertruck R/C
*Verkkokauppa.com is Finland's largest toy retailer, with a selection of over 4,500 different toys.
Additional information
press@verkkokauppa.com (Ulkoinen palvelu)
Verkkokauppa.com
Verkkokauppa.com is Finland's leading online retailer, offering a wide range of products from home technology to leisure and business needs. Operating since 1992, the company is one of the world's oldest online retailers, combining e-commerce and physical stores into a seamless omnichannel customer experience. Verkkokauppa.com's four megastores are located in Oulu, Pirkkala, Raisio, and Helsinki's Jätkäsaari district. To deliver an exceptional customer experience, the company delivers products to your door in as little as one hour, around the clock, using automation and robotics. Verkkokauppa.com employs approximately 600 people, and the company's shares are listed on Nasdaq Helsinki.
