Gifts / Sports & Toys

As the target audience of the toy market gradually shifts from children to adults, the retro and nostalgic style of the main sentiment card is becoming more and more prosperous. Lego, Mattel, Hasbro and other major brands have followed this trend and launched nostalgic new products, bringing a batch of classic IP or items with distinctive era imprints back to the public view through new toy products. Inspire adult consumers to buy.

1. Reappearing classic "old objects", arousing the desire to collect

Some items that were loved by the public many years ago and were more popular at that time tend to become the representatives of the changes of the times. Brand owners reproduce these classic "old objects" in the form of toys, hoping to arouse consumers' desire for collection.

The Lego Group recently launched a number of nostalgic themed toy sets for adult consumers.

On July 13, the Lego Group launched a new upgraded version of the Lego Volkswagen T2 camper, which reproduces the beloved functional details of the real camper produced from the late 1960s to the 1970s, such as a pop-up roof tent. , Open cabinets, refrigerators, sinks, and a gas stove with teapots. The body color is a fresh and simple blue and white color, which fits the theme of the current summer season. At the same time, this suit also shows personalization in the details. Players can choose German or American license plates, and they can also customize their camping with stickers. car.

The Lego Ideas series also launched an old typewriter set, this model was voted by Lego fans, and its design was inspired by the classic typewriter used by Lego Group founder Ole Kirk Kristiansen. It can move and sound like a real typewriter, and every time a letter key is pressed, the middle type bar of the building blocks will be raised. The typing bar is connected to the sliding frame, and the sliding frame moves from side to side when typing. The typewriter model also contains an impression cylinder, which can be filled with paper, inspiring fans' nostalgia and the curiosity of young fans who have never seen a typewriter.

A mini CRT TV set by the American toy company Basic Fun is also full of nostalgia. This 1.5×3 inch mini TV can work in real life and can play famous scenes and lines in classic shows and movies. Each mini TV is equipped with a matching remote control with volume, mute, power and channel buttons. Control the mini TV, allowing players to switch between scenes.

The company has launched four themes, "Friends", "Back to the Future", "Batman 66", and "South Park". Each mini TV shows a retro style. For example, "Back to the Future" is a CRT in the 1980s. The TV, with antenna and buttons, will also launch themes such as "Star Trek", "Bob's Burger", "Spoof House" and "The Big Bang Theory" in October this year.

2. "Invigorate" the classic IP to evoke emotional memory

Classic IP generally has a large number of fan groups. With the passage of time, fans have gradually grown into adults. They have a certain affection for the classic IP that accompanied them when they grew up. Toy brands continue to write classic IP series, The introduction of classic IP-themed toy products will rejuvenate these classic IPs and bring consumers a sense of intimacy and familiarity, which will naturally be favored by them.

Hasbro cooperated with the American collectible toy company Super7 to develop two new series of products, inspired by the animation and toy series of "Special Forces: A Real American Hero (GIJoe: A Real American Hero)" in the 1980s. The classic characters in the animation will be made into retro-style 3.75-inch ReAction Figures series dolls. In addition, the 7-inch Ultimates! series will be included. This series of dolls has super joints and exquisite decorations, as well as a large number of special accessories.

Mattel cooperated with Netflix to launch a new animation "Masters Of The Universe: Revelation", which will premiere on July 23. This animation will continue to write the story of the 1980 Seaman series of classic animation dramas. In order to cope with the release of the animated series, Mattel launched the MOTU Masterverse series of dolls. The series of dolls are 7 inches in size. Its core products include He Man, Skeletor, Moss Man and Evil Lyn, each with at least 30 joints. point. The series also includes a Skelegod 9-inch action figure and a 14-inch long ultimate war cat.

In order to commemorate the 35th anniversary of the movie "Back to the Future", the German assembled scene toy playmobil successfully used retro and classic IP to launch the popular "Back the Future DeLorean" and its expansion The suit has received a positive response from the nostalgia-driven adult consumer market.

This year, Playmobil has launched two more transportation themed back to the future series of products, restoring the iconic pickup truck and hoverboard chasing scenes in the movie, allowing players to easily interpret the classic plot in the movie.

3. Resurgence of entertainment to re-enact classic popular culture

There are popular entertainment elements in each period, such as music combinations, TV shows, etc. Toy brands use this as the theme to design toys, encouraging adult consumer groups to use toys to interact with children, and to reminisce about the classic trend culture together.

The Little People series under the Fisher-Price brand of Mattel has launched toy products based on the 35-year-old music group Run-DMC, which is famous for its hit single "Walk This Way" in 1975.

The Fisher Little People Run-DMC collectible toy set features three short dolls suitable for children over one year old, inspired by Joseph "Run" Simmons, Jason "Jam Master Jay" Mizell and Darryl "DMC in the mid-80s" ", each doll has an iconic hat, gold chain and Adidas shoes.

Not long ago, playmobil announced the establishment of a partnership with the classic TV IP "The A-Team". As one of the most classic TV series in the history of American television, "The A-Team" premiered on NBC in 1983. It tells about four Vietnam War veterans who were framed as crimes they did not commit and helped innocent people while fleeing the army. people. Although playmobil did not disclose specific details of the cooperation, it can be inferred from the trailer that playmobil may launch the iconic van of "The A-Team", which will once again ignite the enthusiasm of adult toy consumers and bring others. A strong nostalgic plot.