The Big Toy Book: a permanent fixture.
Experts at bol have been compiling The Big Toy Book for five years in a row. Browsing and cutting through a toy book to make a wish list is a staple for many children during the holidays. At the same time, Het Grote Speelgoedboek has become increasingly interactive with the accompanying app. With the AR functionality in the app, children can view details about the toys, 3D images and videos. This is fun for the children to do and very useful for the parents, because they can see how big something is. This year there are again some novelties: for children the app contains the interactive reading story “De Vergetelnoot”. There is a new assistant Sinterklazen platform for parents. They can deliver personalized voice messages from Sinterklaas to their children via the app. On the platform they will also find useful tips to make Sinterklaas extra special. From inspiration for surprises to recipes for the tastiest gingerbread nuts.

Five years of toy trends
It is also the fifth year that experts from bol have mapped out the larger toy trends while compiling the Toy Book. This makes it clearly visible that various themes keep recurring, but with other toy items that carry the trend. The popularity of toys among adults, the demand for sustainable toys, diversity & inclusion and the influence of films & series, social media and games on the toy world, among other things, are here to stay.

Marcel de Looper, toy expert at Bol, explains the most striking findings of 2023: “TikTok is the place where trends start for children and young adults. We also see this reflected in toys: previously, for example, in fidget toys, but this year 'Miniverse', one of the TikTok trends, was even chosen as Toy of the Year. Toys based on films and games also remain popular. The influence of the Barbie movie is undeniable: more Ken's were sold last summer than during the 2022 holidays, the normal peak time. The 'Kenergy effect' therefore seems to be a fact. If parents choose, they often return to recognizable toys in a modern version, such as care animals that look a bit like the Tamagotchis of the past.

“ We also see that the target group for toys is changing. In America, adults are the growth market in the toy industry and a quarter of the toys are already aimed at them. We refer to this target group as “kidults”: a contraction of “kids” and “adults”. This shift is also starting to manifest itself in the Low Countries. We see that Pokémon cards and model kits score well with adults. But the trend is in Lego: sales of Lego Adults increased by up to 60% compared to last year.”

These are the toy trends of 2023:

1. Barbie Mania & Kenergy
   The Barbie movie had a direct influence on the popularity of Barbie toys . Barbie has always been popular around the holidays, but this year sales of Barbie items, like those of Ken, already peaked in the summer months. In fact, more Ken dolls were purchased this summer than during the 2022 holiday season, the usual peak time.
2. TikTok Power
   TikTok is the place where trends start these days, and toys are no exception. Following the TikTok fidget trend from 2021, this year the electronic pop it fidget toy (https://www.bol.com/nl/nl/p/pop-or-flop-gameconsole-blauw-spel/9300000151284350/) became a hit on TikTok and therefore in toy sales. Miniverse (https://www.bol.com/nl/nl/p/mga-s-miniverse-make-it-mini-foods-cafe-speelfiguur/9300000148517217/?bltgh=iPIUgltFPBeBK0mxzsBGrg.2_11.12.ProductTitle) 's mini collection dishes (https://www.bol.com/nl/nl/p/mga-s-miniverse-make-it-mini-foods-cafe-speelfiguur/9300000148517217/?bltgh=iPIUgltFPBeBK0mxzsBGrg.2_11.12.ProductTitle) are also a hype thanks to TikTok. This allows you to make a (non-edible) dish in miniature, such as a hamburger, pizza or milkshake. These toys combine crafting and collecting and were recently chosen as Toy of the Year .
3. Kidults – toys for adults
   The word kidults is a combination of 'kids' and 'adults' and names the target group of adults who buy toys for themselves. More and more manufacturers are choosing to launch toys aimed at an older target group. During corona, this type of toy already took off. Board and card games and drawing and craft supplies were especially popular at the time. While sales of games have slowed down again, Pokemon cards, Funko dolls, Robotime model building kits and the LEGO Adults range are now very popular. Sales of Lego Adults even increased this year by 40 to 60% compared to last year.
4. Newstalgia: toys from the past with a modern twist
   We all get a little nostalgic with certain toys. This 'newstalgia' trend ensures that parents are looking for toys for their children that remind them of the past, but have now been given a modern design. For example, care animals such as the Tamagotchi of the past score highly. Nowadays, for example, there is Bitzee (https://www.bol.com/nl/nl/p/bitzee-het-interactieve-virtuele-huisdier-15-digitale-diertjes-in-een-doosje-die-reageren-op-jouw-aanraking/9300000145001120/?bltgh=nhQWHsPRBglszqpDa1xDgQ.4_14.15.ProductTitle) , a box with 15 virtual animals that you can touch and care for. Or Mama Surprise Guinea Pig (https://www.bol.com/nl/nl/p/interactief-huisdier-moose-toys-mama-surprise/9300000124179949/) , who, with enough love and attention, will have one or more babies.
5. From game console to toy shelf
   Toys based on the games Roblox , Minecraft and Super Mario continue to find their way from the gaming screen to the toy shelf. Plush versions of the figures are popular, as are the Lego variants. Toys based on licenses from well-known films and series, such as the Gabby's Poppenhuis or Bluey series, are also successful.
6. Scarce toys
   A trend that many brands are responding to is the creation of scarcity. Toys that are not widely available or only available in limited quantities have extra appeal. This often makes them real collector's items. One of the best-known examples are the Pokémon cards (https://www.bol.com/nl/nl/p/pokemon-scarlet-violet-151-6-booster-bundle-pokemon-kaarten/9300000152330531/) , where people go on the hunt for that one special Pokémon card. LEGO markets bags of minifigures (https://www.bol.com/nl/nl/p/lego-minifiguren-marvel-serie-2-set-met-1-van-de-12-figuren-71039/9300000147185747/) where people do not know in advance which figure they will receive and therefore look for their favorite. Squishmallows (https://www.bol.com/nl/nl/b/squishmallows/603323288/?lastId=55054&bltgh=hUYqk9hh6VwPVbmv-e5NCg.2_7.9.ProductParty) and Funko also follow this strategy.

Recognizable for every child.
The children featured in The Big Toy Book were chosen for the first time this year through a public casting process. During the casting day, the children's enthusiasm, interaction with the toys and their personal story were closely examined. The final selection selected a group of children with different stories and backgrounds. This way every child can recognize themselves in the book.

Distribution
Bol's Big Toy Book will be delivered specifically to families with children from October 16. People who have not received the book can also go to all Delhaize stores to pick up a copy.

You can also view the book digitally via this link (https://www.bol.com/nl/nl/sf/speelgoedboek/) .