The brands direct their products to both children and the elderly, reinforcing the “kidult” trend. Toy stores in the country get on this marketing wave.
Ericka Orellana, 43, looked excited when, two weeks ago, she went to a toy store in Guayaquil to buy the toys that she will give to her 8-year-old son and her 13, 6 and 2-year-old nephews.
On the hangers he found action figures from one of his favorite childhood cartoon series: He-Man and the masters of the universe. And a few meters away there were also dolls of the characters from one of the first films that he saw in the well-remembered Maya cinema, located in the Urdesa sector: Ghostbusters. In addition, there were some dolls from the Cabagge Patch Kids line, like the one her father gave her as a child when she returned from a trip to the United States.
The dolls of the shy Adam, prince of Eternia, and his alter ego, the muscular He-Man, as well as that of his arch nemesis, Skeletor, they cost $ 19.99. Other characters are $ 23.99, depending on how many accessories are included.
While the figures of Peter, Egon, Ray and Winston, Unruly Spirit Hunters cost $ 17.99. His ECTO1 vehicle is at $ 53.99. And the Cabbage, at $ 21.99 and $ 23.99.
The ‘retro’ toys from the first two productions are a trend for this Christmas. This is because new versions of those were recently released. Netflix has an update on the Masters of the universe and a few weeks ago a sequel to the film was released in theaters in the United States and Ecuador Ghostbusters.
“Although it sounds repetitive, the pandemic changed everything. In the field of games and entertainment, the creative brands direct their products to both children and adults, reinforcing the trend called kidult; at marketing They are not classified as child-adults, but as adult fans of the series or toys of their childhood, and who, in adulthood, collect and remember them fondly. They are the parents of today and, when those memories arrive, their inner child awakens ”, explains Miriam Guerrero, specialist in brand content and Marketing Director of the consulting firm Comtexto Digital.
He refers that “the brands that created toys from the 80s or 90s, for example, analyze this trend to bring emotions to the memory of these parents, and update the versions of the toys, modernize them and even present them in series with Futuristic situations that enchant children, on the other hand ”.
The Toy Association indicates that the pandemic strengthened family play and there is more demand for educational toys, in which the family helps children learn new skills; they include puzzles, themed cooking games and nostalgic brands, says the expert. (I)
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