Could Escapism Trend Impact Toys? Find Out in New Trend Hunter Report

October 18, 2019 | Learn about how consumers are escaping the daily hustle and how it’s impacting their entertainment and lifestyle choices in TrendHunter.com’s latest monthly report, free to Toy Association members.

"As consumers seek out new ways to hit the pause button and escape their hectic schedules, businesses and brand owners have the opportunity to step up and create unique experiences that help them reset and recharge," said Anne McConnell, senior director of market research & data strategy at The Toy Association. "This report is designed to inspire toymakers and kids’ entertainment companies to tap into this escapism movement and deliver exciting solutions."

This report highlights the following insights:

• Soothing Activation – As more consumers clamor for installations and pop-up experiences, brands and artists are prioritizing calming designs. Typically seen in more urban environments, these experiences can range from immersive sound experiences like the one from Sonos and Google to multi-sensory experiences such as the ‘S E N S E’ forest installation from SHISEIDO and teamLab. Even the act of breathing is being incorporated into calming brand experiences, such as in Yakult’s Magic Mirror AR experience.
• Digital Exploration – Consumers can now embark on often unattainable adventures thanks to emerging digital apps and programs. This includes photo filters like the NASA app, which lets users take suited-up selfies in front of real-life space photos; voice-controlled choose your own adventures from Audible and Amazon Alexa; and Immersive AR/VR experiences such as Space Nation Navigator and Project Eagle that let users channel their inner astronauts from the moon to Mars, respectively.
• Greenhouse Hospitality – New urban spaces are bringing elements of nature indoors to offer greener, cleaner spaces to socialize and congregate. One example is Ketel One Vodka, which is launching a clean-air, plant-filled bar.
• FitScape – Today’s gym-goers want more than just a gym, and fitness brands are answering their calls. Drawing inspiration from the travel industry, fitness centers are creating more retreat-like experiences, such as the pyramid-like indoor/outdoor aquatic center from Kengo Kuma, the Equinox Miracle Mile that transforms from a TV studio into a fitness center, and the 5.8 Undersea Restaurant that doubles as a yoga studio.
• Branded Escape – Escape rooms are being tied into other business models and campaigns to enhance the consumer experience. Examples include viewing apartments (Evidence Immobilier), wine tastings (Chateau St. Jean), new product promotions (Audi’s E-Tron line), and more.
• Self-Care Excursions – Brands are catering to the booming “self-care” industry through excursions that offer consumers places to focus on their own rest and relaxation. Camp Summerdaze combines education, relaxation, and more with music, while the Beauer 3XC Camper expands for comfortable camping.

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 beyond youth markets to help spark unique ideas. For additional relevant trends, toy companies may 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 reports to The Toy Association’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.