The folks at Mattel see four major trends for the new season…As we go through toy fair–we’ll be adding to the list and putting their trends to the test to see if they apply across the board.

1. Customization- Kids have the ability to use self-expression through their toys. We do see this with more and more on-line/product based tie ins where kids are able to customize their play experiences.

2. Simply Social- With the economy in turmoil, board games and other products for the home are now part of a clever marketing campaign that encourages nesting and entertaining closer to home. Makes sense–and from our point of view any opportunity to connect with family and friends is a plus.

3. Active Play- this trend continues from last year with toys that encourage kids to get up and move–often with an electronic plug in component of course.  This is the Wii generation after all.

4. High Value Toys- I love this spin….in other words inexpensive toys–classics that are still a great value.  Lets face it, the industry knows that your toy dollars are more restricted — and the price points of many products are being brought down to get under that magic $20 bar.  All good news for consumers.