New Report on Teens & Tweens Trends Available for TIA Members

March 10, 2017 | Generation Z – defined as those children born between 2000 and the present – is a unique group of teen and tween consumers who have a keen preference for all things digital and shareable. In TrendHunter.com’s new monthly report, available for free to Toy Industry Association (TIA) members, the company offers in-depth perspectives and trends related to Generation Z that can help toy companies grab the attention of that market.

“Toy companies, particularly those that have been around for generations, know that finding ways to appeal to the ever-changing preferences of young consumers has always been a challenge,” says Anne McConnell, TIA senior director of market research & data strategy. “This informative report reveals emerging trends that appeal to the Gen Z demographic, with many ideas that can help toy companies stay ahead of the curve.”

The report highlights the following trends:

  • Hackable Lifestyle – Teens today are one of the most self-taught generations. Gen Z in particular are demonstrating that the next evolution of the maker culture lies in quick, bite-sized highly visual tutorials  from real people and social media influencers.  This makes DIY less intimidating and opens an avenue for experimentation and self-expression by teens, such as through video-based recipe apps, like the CookReel Platform, which allows users to upload video recipes.
  • Branded Abstract – Light-hearted, odd content appeals to this “brand-free” group. For instance, Trolli Sour Brite Weird Beards Candies, which debuted in 7-Eleven stores in 2016 for a limited time, resembled NBA player James Harden’s head and signature beard.
  • Expansive Self-Education – From fashion design classes to coding tutorials, Generation Z loves online learning. For instance, tween-targeting vlogs, such as Revved Up Rooms, a collaboration between Pottery Barn’s PBteen and AwesomenessTV, features YouTube star Meg DeAngelis giving room decor tips.
  • Snackable Webisodes – Teens and tweens have even shorter attention spans than their Millennial predecessors, preferring short bursts of media that they can interact with while texting their friends and/or streaming a show on TV.  One example is the slate of original video programming launched last year by music-streaming service Spotify. The short episodes – up to 15 minutes in length – center on the theme of music.  
  • Sippable Novelty – Gen Z’s preference for oddity also extends to their palates, specifically in the form of indulgent beverages like milkshakes. Examples include food blog Homemade Hooplah’s funfetti cake batter shake and Burger King’s Dr. Pepper milkshakes, which the fast-food chain launched for a limited time in 2016.

This value-added report is the latest in a series from the research company offering in-depth perspectives and trends in various areas related to the toy industry. Last month, TrendHunter.com’s report covered emotional marketing. Members are encouraged to send topic suggestions for future trend reports to TIA’s Anne McConnell.

TrendHunter.com has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.