Thursday, February 29, 2024
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US toymakers play up more educational and sustainable products to price-savvy parents

Such statistics have pushed toymakers to prove their games and gadgets are more than just gimmicks, and stretch the scope of play to new limits.

“We have seen in the past six or seven years, the explosion of sensory and fidget toys, either hardline toys that crackle and pop and snap, or soft, squishy things. It reflects the needs of society,” said Mr Aaron Muderick.

He is the founder of Crazy Aaron’s Thinking Putty, a stretchy toy he said was created with the aim of helping not just children, but also adults, focus and cope with stress and anxiety.


It is no surprise that businesses are also targeting older age groups, with the so-called “kidult” market expanding at a rapid rate.

Market research firm NPD Group found that almost a quarter of all toys sold from June 2021 to June 2022 were purchased for those above the age of 12.

Some companies have taken it even further.

Ageless Innovation, a firm that produces robotic therapy toy pets, said its products are designed to bring joy, play, comfort and companionship into the lives of seniors. 

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