Superheroes, interactive and educational toys, storytellers… Discover the major toy trends that should slip into Santa’s bag in 2023.
From September, the traditional Toy Fair allowed us to unveil all the new products for the end of the year. THE Toy Grand Prix 2023 also revealed the list of Christmas toys 2023 and the major trends that should be very popular with children. Update with Bruno Bokanowski, director of the Toys & Games Sector at Infopro Digital, and Olivier Belleteste, head of the purchasing department for Grande Récré.
The main trends in Christmas toys 2023
As in previous years, Advent calendars, high-tech toys, dinosaurs and unicorns, educational and eco-responsible games, interactive companions, board games, dolls and storytellers for children are part of the major trends for Christmas 2023. Kidult toys which appeal to both children and adults should continue to please this year.
Finally, most manufacturers in the games and toys sector were inspired by the latest successful series and anticipated cinema releases, such as Wednesday on Netflix and the film Barbie. We also note the big return of licenses with superheroes which are clearly coming back to the forefront.
Another trend, not so new, should prevail again this year: inclusive and eco-responsible toys. For example, sales of eco-responsible toys in the preschool infant category increased by 14% compared to last year, according to data from Revue du Cadeau.
1 – Children’s little companions
With the Furby animated plush toys from HasbroTHE Dog-E robot dog from Lansay, the Fingerlings, the Little Live Pets range from Moose or the essentials Tamagotchi (Bandai) that cross generations… Little interactive companions are more than ever the essential Christmas toys for 2023. The one that should be a hit is undoubtedly the Bitzee toy from Spin Master, which was recently awarded “Toy of the Year 2023”. These are small interactive virtual 3D pets (from 5 years old). “Interactive companions are a segment that is on the rise with growth of 8% in value in 2022 and which continues to appeal to children for the innovative nature and interactive functions of the products and the numerous surprise effects.” specifies Bruno Bokanowski, director of the Revue dutoy.
2 – Superheroes: what are the key licenses for Christmas 2023?
“This year, licenses cross the 25% mark of overall sales of games and toys. specifies the specialist. This craze is due in particular to the success of cartoons and TV series, video games and manga which are on the rise. So this year we find the essentials Pokémonbut also the Disney toys (which celebrates its 100th anniversary this year), Jurrassic World, the Avengers, Marvel and Star Wars, without forgetting the Harry Potter universe.
Among the little ones, the characters of the Paw Patrol will delight children, just like the world of Bluey as well as Gabby and the magic house.
3 – Fashion dolls and gothic dolls
With the cinema release of the film barbie, dolls, accessories and houses will be a hit for Christmas. The release of Miraculous at the cinema which highlights the adventures of Ladybug and Cat Noir, should also stand out this year. Let’s not forget that dolls bearing the image of Disney princesses will be highlighted on the shelves, particularly on the occasion of Disney’s 100th anniversary and the 10th anniversary of Frozen!
Opposite these adorable dolls, there is another more gothic trend, with the relaunch of “Monster High dolls from Mattel who are heavily made-up and have a nicely gothic look. Last year, this trend was also initiated by the Mga company with the Shadow High dolls, Olivier Belleteste explains to us. Still in the world of dolls with a somewhat dark style, another phenomenon is gaining momentum, that of series Wednesday on Netflix. “Today, there are only a few products like costumes from Rubie’s France, because the manufacturers were surprised by the success of the series, but by the end of the year, other toys, in small figurines, will come out”, adds the expert.
4 – The emergence of children’s storytellers
Storytellers have experienced real growth in recent years: Hoomkids, Faba, Bookinou, My storyteller by Clémentoni, the Toonies box with its adorable thematic figurines, My story factory by Lunii, Joyeuse, the Merveilleuse storyteller, Storykids by Vtech, My Little Morpheus… Many brands have launched into this thriving market which appeals to children and parents, who can create quiet time with the little ones.
The list of award-winning toys at the 2023 Toy Grand Prix
Every year, the Toy Grand Prixorganized by the Revue dutoy, rewards the best innovations in terms of games and toys for children. For this 40th edition, two toys were unanimous and obtained two special distinctions. THE Special Jury Prize returns to inclusive play The Alphabet, from Sentosphereand the title of toy of the year 2023 returns to interactive companion Bitzee, my interactive pet, developed by Spin Master. Here are all of the toys awarded the 2023 Toy Grand Prix:
- Bermuda Pirate board game (Asmodee supplier)
- Kinchika radio control (Be-Blip)
- Mind Up card game (Blackrock Games)
- Traitors on Board Role Play (Blackrock Games)
- Crack List family game (Blackrock Games)
- Children’s game The Pirates’ Board (Blackrock Games)
- Disney Baby Projector & Storyteller (Clemntoni)
- Siméon, the storyteller of emotions (Gipsy toys)
- Go Up Plus eco-friendly scalable scooter (Globber)
- Dodo cooperative game (Iello)
- Puzzle game Maudit Mot Dit (Interlude Cocktail Games)
- Robot Dog-E (Lansay)
- Peugeot 9X8 24H Hybrid Hypercar construction set (Lego Technic)
- Quiz party game in Vegas (Mattel)
- Magic Mixies Pixlings (Moose Toys)
- La Crèche Baby Care imitation toy (Smoby Toys)
- Explor’Cube Little Smoby early learning game (Smoby Toys)
- KidiSecrets electronic game – My Magic Locker (Vtech)
- Switch & Go Combo Vehicle – Trio, the Mega T-Rex SOS 3 in 1 (Vtech)
- KissKiss interactive plush toy – My doggie kisses (Vtech)
- Genius XL science game – Interactive video telescope (Vtech)