Action and adventure are still a staple of the classic game, but the new generation of heroes (and villains!) are mostly MIA.
when i visit toy bookI travel to the New York City headquarters several times a year, and spending some time digging into the archives is always a highlight of the trip.
This year, toy bookToy Story Volume 40 and the ongoing anniversary make this deep dive into these archives all the more special, if not intentional, as the quest to find key insights from four decades of toy history continues.
It is worth noting that the archive has transformed dramatically 20 years later, with the once extremely powerful “action” category shrinking and in some cases disappearing altogether. Action figures, playsets, vehicles, remote controls, and role plays all plummeted as the first wave of collectors grew nostalgic for brands like Star Wars, Ninja Turtles, and Masters of the Universe. In retail, as corporate consolidation has wiped out countless toy companies, once-busy shelves filled with dozens of competing products are now reduced to a “mobile shelf.” Elsewhere, train sets and model kits lost shelf space, while realistic role play (military, police, cowboys, etc.) and lines involving classic good and evil (outside of Lego City) all but disappeared. Fast forward now…
everyone wants to play
The toy industry returned to the mainstream media spotlight in June when Circana data showed that adult consumers had surpassed preschoolers as the industry’s biggest growth driver. While adult collectors and enthusiasts—lately labeled the increasingly polarizing “kids”—have always existed, it’s only in the past decade that they have transcended far beyond their niche and become trackable behemoths.
forgotten years
While all sales were strong, an issue emerged that confronted the industry as a whole: the extreme, opposing focus on preschoolers and adult collectors, with children in the 5-10 age group, especially boys, Creating content deserts. On page 22, filmmaker and photographer Isaac Elliott-Fisher (The power of Gray Skull, the power of Turtle) — now a toy store owner and toy and game developer — explores the need for new, kid-focused action IP to spark the imaginations of kids who tend to get lost in their devices and social media. It is worth mentioning that “innovation” and “novelty” are still industry buzzwords, but the mobile aisle in 2024 is dominated by a handful of brands that were popular in 1984, and buying them is not necessarily for fun.
Adventure awaits you
This issue is packed with content, including a behind-the-scenes look at Razor’s Ali Kermani (page 52) on how the scooter and ride maker connected with grandparents to rock sales; Moose Toys’ Deirdre Cross on the vs. non-game Tips for players to play together (page 36); and an update on slot racing from industry veteran Dave Kennedy (page 44).
So buckle up, turn the page, and start exploring! we will be back toy bookYou don’t want to miss the Los Angeles Fall Toy Preview launching on September 9th!
A version of this feature was originally published in The Toy Book’s 2024 Action & Adventure Special Issue. click here Read the full article! Want to receive a printed copy of The Toy Book? click here Subscription options!
Editor’s post: Where have all the heroes gone? appeared first on The Toy Book.
