While innovation is often hailed as progress, there are also trends that should be critically scrutinized: Does every toy really have to have educational requirements? Where is the space for free, creative play? And is sustainability always more than just a marketing label?
I took a closer look at some of these developments — and in addition to the opportunities, I also discovered a few downsides of current trends.
1. The urge to “educational overload” — Not every toy has to be clever
Many manufacturers are increasingly using educational elements in their products — whether through learning apps, interactive functions or targeted knowledge transfer. While this is generally a positive development, it also gives the impression that “pure gaming” is losing value.
My opinion:
Children don't have to “learn” something from every toy — at least not in the traditional sense. Free, creative gaming is just as important as targeted support. If every toy is supposed to have an educational mission, a piece of lightness and imagination is lost.
2. Technologization at the expense of imagination
The trend towards digitization does not stop at toys either. More and more products come with apps, sensors or voice control. That's impressive — but not always necessary.
My opinion:
Technical toys can be exciting, but when every second product depends on a screen or an app, an important element is lost: your imagination. Analog gaming in particular is invaluable for developing creativity and problem-solving skills.
3. Sustainability — Expectations and Reality Divergent
Yes, many manufacturers rely on sustainable materials and advertise with environmentally friendly concepts. But when you look more closely, many of these approaches remain superficial. Greenwashing is often carried out by making only individual product lines “green” while the rest of the product range remains unchanged.
My opinion:
Sustainability must not be a marketing trick. Binding standards and real change in the industry are needed. One “organic toy” in the product range is not enough to position itself as a sustainable company.
4. Price development — toys are becoming more and more expensive
Whether due to inflation, rising raw material prices or higher development costs — many toys are now real luxury products. Interactive or licensed products in particular reach price points that are barely affordable for many families.
My opinion:
Toys should be accessible to all children. When high-quality products are only affordable for a certain section of society, something essential is lost. The industry must find ways to offer innovation and quality at a fair price.
5. Flood of licenses — Where is the innovation?
Licenses dominate the market image: From well-known movie characters to video game characters — many manufacturers prefer to rely on existing brands instead of developing their own creative game worlds.
My opinion:
Licensed products are justified, of course, but when toy shelves are populated almost exclusively by movie and series heroes, there is little room for original ideas. Real innovation often happens when you break away from existing templates and dare to try something new.
