Key findings

Emerging markets to drive future growth for top brands

The middle-class boom in emerging markets will create opportunities for brands to reach new consumers. Brands are expected to endeavour to educate consumers on product quality.

Strengthening “core” brands through partnerships

Top brands are strengthening their biggest franchises by entering partnerships to reach a wider audience who are not currently customers. Brands are also outsourcing the development of video games and films to focus on their core capabilities, which is manufacturing and selling toys.

Pop culture influence goes beyond the box office

Pop culture goes beyond the cinema box office, with companies now leveraging sports, music and video games to drive awareness of toys and games products.

Digitalisation will leverage AI in products and processes

Toys and games companies are already adopting AI to enhance product development and create more engaging offerings in the market.

Creating new “experiences” for kidults

Targeting new consumer group, such as the elderly, will be crucial, and brands are expected to release more age-inclusive products that cater to different demands.