Toys are much more than a playroom prop for kids – they're a multi-sensory experience

The Citizen

01-05-2025

Some toys, however, are slipping off the radar.
Plushies are the 'it' toy right now. Picture Hein Kaiser
Toys aren't just toys anymore. Today, toy shops aren't just toy shops anymore. Toys are adventures waiting, like they always were. But gone are the days of small selections, simple cap guns and a few dolls on the shelf.
Today, it's brand this, series that, heroes and kids' idols everywhere. Birthdays, friends' celebrations and the festive season can be bewildering for any adult.
These days, said toy giant Zuru's Beatrice van Niekerk, toys are a multi-sensory experience.
Gone are the days when a kid tore open a box, grabbed a toy, and got straight to playing. Now, it's all about the unboxing, too. It's about the reveal, the anticipation, the layers of surprises or mini experiences before you even get to the main event.
Packaging has become part of the play, she said. This, of course, is thanks to unboxing videos that have racked up millions of views on social media, especially since the pandemic.
Toys are about the unboxing experience first
Then, too, there's ASMR, which stands for autonomous sensory meridian response. It's a trend that will not go away, it seems. It's a term that describes the 'tingling, static-like, or goosebumps sensation in response to specific triggering audio or visual stimuli. These sensations are said to spread across the skull or down the back of the neck and, for some, down the spine or limb.' There you have it.
'The demand for toys that create a spectacle is only growing,' shared Van Niekerk. 'A lot of the nostalgic toys we played with as kids are still around, but social media has changed the game,' she said.
'Kids aren't just exposed to local trends anymore. They're seeing what kids around the world are playing with, and that's created a massive brand awareness and demand.'
Plushies have made massive comeback
Go to any toy shop and you will see bucketloads of plush toys these days.
'Plushies have made a massive comeback, especially in February,' Van Niekerk said. 'Valentine's plush sales were 80% higher than ever before this year.'
But it's not just about soft toys anymore; it's about how they're presented, what comes with them, and whether there's an extra layer of collectability.
'That's why Rainbowcorns do so well,' she said. 'You don't just get a plush inside an egg; you get a compound to dig through, little surprises along the way, and it ties into a game on Roblox.'
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Blasters, or handguns through to machine guns that shoot foam darts, have also evolved from the humble cap gun of yesteryear. Also gel ball ammo.
'Gel balls have really carved out a space in the past two years,' she said. 'Gel is a bit more accessible than paintball, it doesn't have the same sting, so slightly younger kids can get involved.'
Even water blasters are seeing an unexpected resurgence, with a demand spike starting as early as July.
'Water toys usually peak in summer, but we saw a lift mid-winter,' she said. 'It could be the changing seasons or just kids wanting to get ahead of the trend.'
The selection is massive, the fun irresistible and thanks to gaming, cops and robbers have taken on a whole new meaning in the yard.
Data now informs trends
Rapid change in media and gaming makes predicting the next big thing somewhat challenging, but data is also readily available to see what's coming.
'We follow trends globally,' said Van Niekerk. 'If we see unicorn customisation trending in gaming, we'll create that into toys. That's exactly how Blastercorn, a unicorn-infused type gun, was developed.'
Times have also changed and colour coding is officially out the window. 'Pink isn't just for girls anymore, and blue isn't just for boys anymore,' she said.
'Kids are more creative now. They're customising everything, from their blasters to their plushies.
'Dinosaurs are still huge, especially with new movies and series coming out all the time,' she said. 'But food-themed toys are on the rise. Plush pizzas, axolotl plushies holding doughnuts, snack-inspired collectables, it's a whole new trend.'
And that's why plush toys now come holding Pringles cans or Froot Loops boxes.
Some toys, however, are slipping off the radar. 'Kids still play with dolls, but it's different now,' she said.
'They don't just want a doll. They want the handbags, the shoes, the accessories. It's almost like the Kardashian influence has hit toys.'
Even toy cars have had a facelift.
'Kids still race them, but now they want to customise them, ramp them, or smash them,' she said. 'It's all about interactivity and collectability.'
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