The "Underconsumption Core" trend, which emphasizes mindful consumption and sustainability, has gained traction on platforms like TikTok, influencing consumer behavior across various industries, including toys. This movement encourages individuals to prioritize quality over quantity, repurpose existing items, and make environmentally conscious purchasing decisions.

Industry Responses

Toy manufacturers are adopting several strategies to align with this trend:

1. Emphasizing Durability and Longevity

   Companies are focusing on producing high-quality toys designed for extended use. Brands like Melissa & Doug are renowned for their durable wooden toys, appealing to consumers seeking products that can be reused or passed down, thereby reducing waste.

   
   

    

2. Incorporating Sustainable Materials

   There's a shift towards using eco-friendly materials in toy production. Learning Resources, for example, has introduced product lines made from recycled materials, catering to environmentally conscious consumers.

   
   

    

3. Exploring New Aesthetics

   The trend's focus on reusing and repurposing items has inspired discussions about introducing "weathered" or "distressed" aesthetics in toy design, reflecting the values of "Underconsumption Core." While still speculative, this approach could resonate with consumers valuing sustainability.

   
   

    

4. Expanding Arts & Crafts Offerings

   Arts and crafts toys, which promote creativity and result in lasting creations, align well with the trend's principles. Companies like Crayola and Creativity for Kids are enhancing their offerings in this category to meet the growing demand for products that encourage creative expression and minimize waste.

   
   

    

Challenges and Considerations

While some companies have attempted to directly engage with the "Underconsumption Core" trend, such efforts have met with mixed reactions. For instance, PlanToys' marketing campaign highlighting their wooden toys under this trend received lukewarm responses, with some consumers perceiving it as a mere marketing tactic.

The toy industry faces the challenge of authentically embracing the values of "Underconsumption Core" while balancing the need to drive sales. As this trend continues to evolve, manufacturers must navigate consumer expectations carefully, ensuring that their products and marketing strategies genuinely reflect a commitment to sustainability and mindful consumption.

In conclusion, the "Underconsumption Core" trend is prompting the toy industry to rethink product design, materials, and marketing approaches. By focusing on durability, sustainability, and creativity, toy manufacturers can align with this movement, meeting the demands of a more conscious consumer base.

Writer's Bio: Driven by a fascination with how young people learn, grow, and connect, Laura N. Larsson has spent years researching the role of play and social media in child and adolescent development. Since 2012, she has combined her ecommerce background with in-depth interviews of children and teenagers, producing insightful articles that explore the evolving interplay between play, communication, and online interaction. Read more articles by this author