In recent years, The Big Toy Book (https://www.bol.com/nl/nl/sf/speelgoedboek/) has continued to develop into a book full of innovation and interactivity. In 2019, the tone was set by not using prices, but QR codes in the paper book. The following year, the Big Toy Book App, as an extension of the toy book, was introduced. The AR functionality in the app brings the toys to life and shows children details about the toys, 3D images and videos. In the years that followed, the app gained more and more functions and the AR functionality was further expanded. New this year are:

1. The Helper Sinterklaas Platform – Through this platform, bol 'helper Sinterklazen' helps to make Sinterklaas even more magical. Parents have insight into their children's wish lists and the toys they look at most in the app. They will also find useful tips to make Sinterklaas extra special. From inspiration for surprises to recipes for the tastiest gingerbread nuts.
2. Messages from Sinterklaas – This year, parents can have 'personal messages from Sinterklaas' sent to their children, which they can listen to via the Toy Book App. Via AI, the child's name is added to a message by a voice that has been trained as the voice of Sinterklaas. A special moment for children, because it seems as if they are really being addressed personally by Santa.

The toy trends of the year
Thanks to bol's extensive toy range, trends are easy to see and predict. Marcel de Looper, toy expert at Bol, has mapped out the toy trends for the 2023 holidays based on this data and knowledge of the toy market. “Every year there are toys that we expect a lot from. This year, for example, it is the music game Hitster, both the original (https://www.bol.com/nl/nl/p/jumbo-hitster-partyspel-actiespel/9300000101253647/?bltgh=pEtvUAvDN1Dcu3SquNhJ4w.2_15.16.ProductTitle) and the Guilty Pleasures edition (https://www.bol.com/nl/nl/p/jumbo-hitster-guilty-pleasures-partyspel-actiespel/9300000150893944/?bltgh=lIeNeP2lrhyyolqtJKFJPw.2_13.14.ProductTitle) . A trend that we spotted in previous years, and that continues, is that consumers attach more importance to sustainable toys. Nowadays, trends often start on social media such as TikTok and popular series and online games are also gaining more influence on physical toys. The target group for toys is also changing and getting older: the kidults trend. In America, 25% of toys are already aimed at adults and we are also seeing this more and more in the Netherlands.”

He continues: “For the trends of 2023, we are also looking at new overarching themes. The psychology of scarcity is a well-known method for creating demand and is increasingly being applied within the toy world. Making a toy item special and harder to obtain makes it desirable. The latest trend will surprise no one: the influence of the Barbie movie. It is interesting that Ken has finally taken a step out of Barbie's shadow. More Ken's were sold in the summer than during the 2022 holiday season, the normal peak time. The Kenergy effect!”

The six toy trends of 2023 are as follows:

1. Barbie Mania & Kenergy
2. TikTokPower
3. Kidults – toys for adults
4. Newstalgia – toys from the past with a modern twist
5. From game console to toy shelf
6. Scarce toys

A toy book for every child
The children featured in The Big Toy Book were chosen for the first time this year through a public casting process. Every child who wanted to conquer a place in the book was allowed to participate. Ultimately, 90 children came to the selection day, 16 of whom starred in the toy book. 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
The Big Toy Book will be delivered specifically to families throughout the Netherlands from the second week of October. People who do not receive the book can go to all Albert Heijn stores in the Netherlands from October 14.