Check out my toy trends video from this year’s Spielwarenmesse! As their Lead Global Trend Hunter, and a key member of their International Trend Committee 2017, I was selected as the spokesperson, to recap and explore these top three 2017 Toy Trend stories from the TrendGallery, with the help of a teen friend, Olivia.
- Body and Mind
- Swap& Collect
- Girl Power
by Reyne Rice and Lena Hedo
The largest trade show for toys, games, and children’s products in Central and Eastern Europe, Kids Time 2017, was held in Kielce, Poland, from Feb. 23 to 25. The eighth annual international fair featured toys and products for babies and children, and recorded double-digit growth in key measurements, including more than 7,000 professional trade visitors and 474 exhibitors.
With overwhelming interest from exhibitors and buyers, the event organizers filled a total of seven exhibit halls, covering 16,292 square meters (more than 175,000 square feet), and had a wait list of nearly 100 manufacturers. Next year, the show organizers plan to add an eighth temporary hall to accommodate more curated exhibitors. The Targi Kielce Exhibition Center, home of Kids Time, is the second largest exhibition center in this part of Europe.
Discover the latest Digital Trends in Toys
and their : one hour presentation, on the Opening Morning of the Bologna Licensing Trade Fair, from 10AM to 11AM, on Monday, April 3rd, in Bologna. impact on the kids toys & licensing business
Since the Bologna Licensing Trade Fair is held in conjunction with the Bologna Digital Media Event and the Bologna Book Fair, the event wants to include two of the key fair focuses in one presentation, kids licensing and kids digital media.
The presentation aims to discover the new technologies and innovative products that are leading development of Digital Media Trends in Toys; see visual examples of the products that define this new connected play digital toybox; dive into research results of the latest Kids & Digital Study by Kidz Global to gain an understanding of this new market segment and kids preferences, attitudes and usage of digital tools and devices and see how trend-setting manufacturer Spin Master has tapped into this digital marketplace, instilling new technologies and progressive play options, for an innovative wave of interactive play experiences.
Reyne Rice, Global Trend Hunter and ToyTrends CEO, will start off the session with a visual cavalcade of digital toy trends and the products that define this space, showcasing global manufacturers across multiple categories of digital play. Reyne Rice is a toy industry trend expert/analyst, consultant, and media spokesperson, with 30 years experience marketing, researching and analyzing the toy industry, children’s technology, entertainment & licensing, and the youth market. Reyne has developed products and solutions for the media, consumers, trade associations, retailers, manufacturers, licensors and entertainment studios. Her career experience includes working as a marketing consultant, trend expert and strategic consultant for international toy trade associations, Mattel, NPD Research Group, Ogilvy & Mather, and other companies. As an international trade journalist for more than a decade, Reyne has articles published in over 60 countries, spanning the USA, Europe and Asia. She is a frequent Keynote speaker at USA and International conferences. Since 2003, Reyne has owned her own consultancy, ToyTrends.
Why and how did you get into the Toy and Game industry?
As the industry has evolved, so have I. Over my 30-year history in the toy industry, I have followed a variety of paths, and have always stayed within the industry, just in different capacities. Always sleuthing for the latest trends, I am a sponge for learning from our industry’s creators and innovators.
I love my current role as Trend Hunter the best. It takes me around the world, attending over 24 trade shows and conferences each year, always learning from the innovators in our constantly changing world of what we define as toys, games and kids’ technology, all a part of the bigger world of PLAY, and EDUCATION, that unites and engages us.
I speak at 20 different international and domestic conferences each year, and tap into my backgrounds from my degree in International Business (earned at California State University of Northridge and the University of Copenhagen). I have worked with Ogilvy and Mather Advertising (USA and Denmark), Mattel (in Licensing/ Entertainment, domestic marketing, international marketing, OEM/ Hong Kong development), NPD Research (domestic and international and as industry expert), the Toy Industry Association (as their lead Trend Hunter and Industry Analyst for 8 years) and with the Spielwarenmesse and International Trend Committee teams, (for the past 10 years).
As a journalist and Co-President of ITMA (International Toy Trade Magazine Association), I get to share the news with readers around the world, in over 60 countries currently. As a consultant, I hand-select a few companies each year to guide through the process of moving their brands into international markets, and expanding their breadth and awareness to more global markets.
And as a Media Spokesperson and Media Influencer, I get to share the news about our ever-evolving and exciting industry with media outlets, and consumers around the globe. A fabulous role, and I love it. I am grateful to my many partners and colleagues across the globe, who make this career possible.
What do you love and what do you love to do?
I love fire, whether it is fireworks, sunsets, sunrises, candles or bonfire picnics, or the fire behind a new idea or the spark of laughter.
My best times are spent with friends, family and colleagues, sharing experiences and time together doing the simple things, like cooking together, playing games, walks and hiking and long walks on the beach, or sharing hobbies, either indoors or outdoors. I am a mixed media artist, and love to write and talk into the wee hours of the night. My favorite colors are turquoise blue and royal purple.
As a kid, I loved to perform in drama and children’s theater, and today, I am at ease on a stage or in front of a camera, because of those early experiences. If I can share someone’s new idea, toy, game or creation with the world, I have done my job of taking those new ideas to the next level of awareness. Keeping the fun in life, is a part of what makes the world go round.
How can you be reached and what are your next events?
I can be reached at Reyne@ReyneRice.com. My first quarter conferences and trade shows include CES 2017 and Kids at Play Conference (Las Vegas, USA), Spielwarenmesse (Nuremberg, Germany), The American International ToyFair (New York, USA ) and Digital Kids Conference (New York, New York), Kids Time Fair (Kielce, Poland) and Bologna Licensing Fair/ Book Fair (Bologna, Italy). Can’t wait to meet my toy industry colleagues and the industry’s innovators at these events.
Other examples of AR-powered toys and games, many of them STEM-focused, that have hit the shelves this holiday season include: Hologrid: Monster Battle; Neobear Magnifier NEO; Virtual Explorer Antopia Adventure; AirHogs Connect Mission Drone; and Skylanders. And it hasn’t come with the kind of collateral damage or disruptive cost to traditional toymakers as we might have expected.
“The interesting part is that the products and manufacturers that succeed use technology to enhance the play value of the products they bring to market,” Reyne Rice, chief executive of ToyTrends told the BBC in September.
This new breed of digitized toys and games introduces a digital layer that creates additional value to the underlying business proposition for toymakers.
Technology that encourages children to get up and do rather than sit back and watch.
Christmas present: the new version of Furby comes with an app and a Bluetooth connection
“First, people were developing apps for children, now they are looking at ways to make things more concrete for a child, using physical things,” says Reyne Rice, a toy trends expert.