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The Influence Of the COVID-19 On Toys Purchasing

Since the year 2019, the pandemic has changed people’s daily life pace, including their choice of toys.


Most notable in this year’s Dream Toys listing, the ‘quick play’ pick-up purchases that fueled toy sales in more recent years. The big-ticket items that tick boxes across educational, STEM learning, tech-focused, and longer, independent play.

We’ve seen this in play with the popularity of LEGO’s Super Mario Adventure Starter Kit. It has appeared on practically every retailer’s top ten toys for Christmas listing this year. Or the VTech KidiZoom Studio (another favorite of the Top Ten lists for 2020) which demands considered input and engagement from its pre-school audience, indicating that out of a global pandemic, the toy buying – and playing – the population has reacquainted itself with the concept of ‘long-play.’


The pandemic has changed the manner of social interaction across the age groups. Fewer get-together activities, but more online chats and indoor communications. Independent toys play a more and more important role in normal life. They help kids to focus on their amusement better than before.

There’s been an increase in the demand for educational toys and games that can be played between siblings of different ages, while tech-based play is increasing rapidly in the pre-school sector, too.

The types of toys families are purchasing has changed somewhat during the lockdown. Toys with limited play value have not sold so well. Meanwhile, larger ticket items that keep children entertained for greater lengths of time, like the playhouses and outdoor lines from Smoby, have been hugely popular. Parents have also been turning to toys that serve educational purposes amid school closures.

Toy brands that can adapt to this are likely to see sales grow.

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