Toy Companies Diversify Product Lines to Engage New Consumer Segments

Toy companies are actively diversifying their product lines to attract new consumer bases and adapt to evolving market trends. Notable examples include:

1. WowWee

Known for its interactive Fingerlings toys, WowWee has introduced lower-priced options like the Sweet Tweet Birds, starting at $9.99. This strategy aims to appeal to budget-conscious consumers while expanding the Fingerlings brand.

2. Exploding Kittens

The popular card game company is launching travel-sized versions of its successful games, including Exploding Kittens and Poetry for Neanderthals. These portable editions, offered at lower price points, target consumers seeking value-oriented and on-the-go entertainment.

3. Brain Plus Plus

Specializing in construction toys, Brain Plus Plus is expanding its "inspired collection" with building sets inspired by famous artists. This initiative caters to the "kidult" market—adults interested in art, design, and creative activities—broadening the brand's appeal beyond children.

4. Educational Insights

The company is engaging with younger audiences through TikTok, where its brain-boosting puzzle games have gained viral popularity. By hosting live "puzzle casts," Educational Insights connects with its fan base and gains insights into consumer preferences.

5. South Beach Bubbles

Traditionally known for bubble toys, South Beach Bubbles has launched the "Watch Me Prank" line, diversifying into the prank toy segment to attract consumers interested in humorous play.

6. Relatable (formerly "What Do You Meme?")

Expanding beyond meme-based games, Relatable has entered the pet and wellness market with products like cat scratchers and "Squishmallow" branded heating pads, appealing to pet owners and individuals seeking comfort items.

7. Fun in Motion

Known for puzzles, Fun in Motion is targeting tabletop gamers with its new Shashibo dice collection, featuring designs that resonate with fans of games like Dungeons & Dragons. This expansion taps into a niche market within the gaming community.

8. Spin Master

The company's acquisition of Melissa & Doug, renowned for high-quality wooden toys, allows Spin Master to diversify its portfolio and reach consumers seeking educational and durable products.

9. Goliath

By acquiring Funko Games' division, Goliath incorporates a brand specializing in pop culture-themed games and collectibles, appealing to consumers interested in iconic characters and franchises.

10. Playmobil

Introducing the eco-friendly "Wiltopia" line made from sustainable materials, Playmobil caters to environmentally conscious consumers. Additionally, the company is converting its toddler line, now called "Playmobil Junior," to utilize plastics made from at least 90% plant-based materials.

11. Gridley Games

Launching the "Gridley Kids" division, Gridley Games introduces "Bobby," a sophisticated water toy made from sustainably designed materials, targeting families seeking engaging and eco-friendly outdoor play options.

These initiatives demonstrate the toy industry's proactive approach to meeting diverse consumer demands, including affordability, portability, niche interests, sustainability, and expanding into new product categories. By diversifying their offerings, toy companies aim to broaden their customer base and remain competitive in a dynamic market.