Trend Hunter Report: How Brands are Helping Older Consumers Feel Like Kids Again

December 11, 2020 | TrendHunter.com’s latest free monthly report for Toy Association members explores how brands are better supporting aging consumers through playful products and experiences that encourage independence, connectivity, and exploration.

“Older consumers are seeking new ways to reconnect with their youthful selves as well as their loved ones, whether it’s through technologies and experiences that help them stay connected or throwback products that illicit feelings of nostalgia,” said Anne McConnell, senior director of market research & data strategy at The Toy Association. “The latest Trend Hunter report offers findings on these topics that toymakers can use to generate new ideas and expand their audiences.”

• At-Home Nostalgia – In response to consumers spending more time at home, brands are offering products and services (oftentimes re-releases for Millennials, in particular) that evoke feelings of nostalgia and positivity. Examples include a revival of 90s handheld games like Tiger Electronics LED gaming systems and classic tabletop games such as UNO Retro Edition, which plays up the graphics, colors, and packaging used in the 1970s.
• Boomer Tech – Apps typically used by younger demographics are seeing a boost among senior consumers looking to stay connected and entertained while physically distant. Previously created for gaming and video calls, apps like Houseparty are seeing an increase among its Boomer user base as a place to host social events. Goodnight Zoom is another digital platform created amid the pandemic to connect seniors with children (or anyone in need of contact) for remote storytelling sessions.

This report is the latest in a series from Trend Hunter offering in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, toy companies can click on the report’s consumer insights examples, scroll down, and click the images for further information.

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

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