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Toy companies are targeting stuck-at-home grown-ups with latte-smelling Play-Doh and Legos that turn into Warhols. Those who added a puppy to their family during the pandemic will see tons of gift options for their new furry friend. And with more people shopping online, stores are doing double duty as shipping centers to try to get gifts to doorsteps as fast as possible.
Toy companies are targeting bored adults stuck at home during the pandemic. Need something to fidget during your next Zoom meeting? Hasbro has new moldable Play-Doh varieties that smell like stuff grown-ups would recognize: lattes, fresh cut grass and smoked meats. Marissa DiBartolo, editor in chief of toy review site The Toy Insider, says she's seen more coloring books and challenging puzzles being designed with adults in mind. YouTube stars with millions of viewers are heading to the toy aisle, a place where TV cartoon characters used to rule.
That's made stars of the video-streaming site just as recognizable as those on Nickelodeon. Figurines of Blippi, a man who wears orange suspenders and hosts educational kid videos on YouTube, are being sold at Target and Amazon. Toy company VTech is playing into the trend in another way, selling a KidiZoom Creator camera that comes with a green screen so kids can add special effects and pretend to be YouTube influencers themselves.
Retailers including Walmart and Best Buy that were already using their locations as hubs to ship e-commerce orders are now coming up with new strategies to get even faster. The moves come as they face a holiday crunch expected to tax shipping networks and likely result in delivery delays.
Walmart this week launched a special program for the holidays. It has some of its online orders being fulfilled directly from stores using delivery services like Postmates and DoorDash instead of carriers like FedEx or UPS.