The One Thing Both Kids and Home and Housewares Brands Need to Consider Going Forward
Growing up in the ‘80s and ‘90s, millennials have had the world at their fingertips –when it comes to entertaining themselves, at least. Not only were they heavily influenced by the earlier generations’ mindset that anything could be a toy – a chair and some blankets, a pail and a stick, or the entirety of the great outdoors – but they also experienced the burgeoning world of gaming consoles and motorized toys. Fast forward to today, and toys for kids are almost entirely infused with digital technology, the majority of which, you need to be staring at a screen in order to enjoy. As millennials grow older, start their own lives, and have kids, they are beginning to look back to the simpler toys of their earlier childhoods.
There’s no denying the design potential in the children’s toy market. As Dutch designer Marcel Wanders told Deezer, “Objects for kids are really smart and really safe, but they are also all pretty much ugly.” As a result, we’re seeing more kids brands reimagine simple toys with higher-end design concepts. Moreover, millennial parents are starting to realize that their personal style can extend to their children. These consumers are making the choices regarding their children’s toys, so why not buy kids toys that are functional, but also fit into the design aesthetic of their homes? Gone are the days when the kids got a dedicated toy room all to themselves. When you combine the trend of getting kids away from screens and back to real toys with parents who value modern design, you have a an all new market that both kids and home and housewares brands need to tap into: functional, yet contemporary kids toys (and even furniture!).
In a time when consumers are living in increasingly smaller homes (while the cost of living continues to rise), the shift towards integrating kids’ products into the overall design of a home will continue to become more important. The desire of millennial parents to have stylized toys and products for their kids that they don’t need to be ashamed of being seen laying around is one with huge potential to be transformed into revenue for your kids brand. After all, parents no longer want to shove their children’s toys into a closet (extra space they may not even have) when their friends come over for dirty martinis – realizing that kids products don’t have to cater exclusively to children’s tastes is the best way to benefit from that fact.