Trend Hunter Report: How Digital & Virtual Experiences Can Keep Consumers Active

August 14, 2020 | TrendHunter.com’s latest free monthly report for Toy Association members explores how digital solutions, such as AR and AI, and other creative alternatives can be used to boost the physical and mental health of consumers amid COVID-19.

“Looking beyond the health, wellness, and fitness landscape detailed in this report, toymakers are encouraged to use these findings as a guide to generate their own playful, digital brand activations and products that keep families active and engaged during this time of social isolation,” said Anne McConnell, senior director of market research & data strategy at The Toy Association.

The “Fitness Culture” report explores the following consumer insights, among others:

• Wearable Motivation – Consumers are turning to brands that make the process of maintaining their health a priority, and that encourage them along the way. One example is the Kyn Wellness (pictured), which is designed to instill healthy habits in kids through a story-driven adventure fueled by task completion and physical activity.
• AR Fitness – As families look for ways to stay active and entertained, virtual fitness has become an appealing option. The Run an Empire gaming app encourages players to walk, run, or hike around their neighborhood to claim land as part of their own personal empire. The Trajekt app, likewise, encourages healthy competition by letting users generate a virtual replay of their workouts with avatars to compare their performance against friends.
• Virtual Retreats – Brands are launching virtual experiences that better support consumers’ physical and emotional well-being. While many examples focus on taking users on wellness retreats to exotic places – no plane ticket required, some offer smaller escapes that promote social engagement. Designer Sandy Liang launched a virtual pop-up clothing event within the video game Animal Crossing: New Horizons, which allowed users to purchase digital versions of her line to dress their avatars as well as discount codes to buy the real-life versions.

Members are encouraged to send topic suggestions for future trend reports to The Toy Association’s Anne McConnell.

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