Tis the season for toys!

If there’s one industry that hasn’t been disrupted by COVID-19, it has to be the toy biz.

If anything, the pandemic has galvanized the toy industry into unprecedented success, starting around the time Canadians began to lock down. Research shows toy sales in November and December traditionally account for 40% of annual sales in Canada, but, according to industry analyst Joan Ramsay of the NPD Group, a leading global information company, the toy industry is already up 15% over last year and the video game industry is up 23%.

“After a sluggish start to the year, toy sales from March onward have consistently far exceeded same month sales in 2019,” said Ramsay in a recent email.

“I would say I’ve seen a huge increase in toy sales across multiple categories, including puzzles, board games, outdoor play, as well as video games and game accessories”, says toy industry specialist Laura Gambino. “Parents are looking for toys and games that are educational and stimulate problem solving as well as creativity. The doll category has exploded; toys, like the CAT Junior Crew Fix-It ( funrise.com ) is a chunky construction vehicle that is actually an immersive toolbox that encourages hand to eye coordination.”

The toy industry is continuously evolving, adds Gambino, but “there are elements that stay the same…people gravitate towards familiarity. Now more than ever, toys are a collective family affair.”

“With this holiday season being vastly different than years past, shoppers have been spending more on their kids’ gifts, as household budgets are shifted from travel and events to higher ticket items to help make up for the usual holiday traditions that may not happen this year,” adds Riza Javellana of Mattel Canada Inc. ( www.mattel.com )

“We know this holiday season will look different for many kids and families across Canada so it is more important than ever to find small and big moments of joy which often includes a special gift for the littlest ones in your life,” said Gordon Chow, president, of VTech Canada ( VTechCanada.com ) in a recent email.

BNN Bloomberg reports on its news website that board games, stuffed animals, play-sets and dolls round out this year’s top toys, while everyone takes a break from all that screen time.

“This year has been pretty unprecedented all around,” said Marissa DiBartolo, editor-in-chief of Toy Insider, in an interview with BNN Bloomberg News. “In terms of what we chose, they’re pretty much all very rooted in what’s going on in the world right now.”

Ramsay says the consistency from year to year is “that families put their children first. To whatever degree they can afford it with uncertainty and job losses due to the pandemic, households have always shown that they will put gifts for children as a top priority at this time of year.

“Of all of the uncertainty that has occurred in 2020, this is one fact that remains unchanged.”

Is there an IT toy this year?

It’s more of a new mindset that can be seen with the types of toys kids are wishing for, including dolls that address hair issues (the Zoe Healthy Roots dolls; $80), gender-neutral Barbie Dolls and colour-specific crayons that address the shades of people’s skins from around the world.

According to the Toy Insider Report ( thetoyinsider.com ) hot toys of the season include Speak & Learn Puppy by Leapfrog ($30), Pinkfong Baby Shark Dancing DJ by Wowwee ($40), Star Wars The Child Animatronic Edition by Hasbro ($60-$80) Present Pets by Spin Master ($50).

Other toys include:

THE LOL SURPRISE! A series of fun, fashionable and adorable little dolls wrapped in surprise balls – kids get a kick out of un-wrapping the containers that hold tons of accessories, stickers, secret messages until you get to the doll. New this year is the OMG Remix Super Surprise, considered one of the year’s hottest toys featuring four dolls and all the accoutrements. Approx. $190. www.lolsurprise.com

Vtech TOYS: This year the products focus on innovative technology in the space of STEM learning while engaging in fun collaborations – items created to help kids grow, learn and play. ( www.VTechKids.ca ) They include:

KidiZoom Smartwatch DX2: Lets kids take pictures, videos, play games and tell time with parental game controls and time limits for safety. This durable smartwatch includes 55 digital and analog customizable watch faces with no built-in wi-fi or Bluetooth to ensure secure content. Age: 4+; approx. $69.99.

KidiZoom Creator Cam: Kids can be the star of their own video universe with this digital video camera, part of the award-winning Kidi line of aspirational children’s electronics. Complete with basic editing capabilities and a green screen to create amazing special effects. Age: 5+ years; approx. $69.99.

LEAPFROG award-winning education toys launched a toy line in collaboration with Nickelodeon’s hit preschool series: Blue’s Clues and you! Items include Blues Clues & You! Tickety Tock Play & Learn Clock, Really Smart Handy Dandy Notebook , and Learning Watch . ( www.leapfrog.com )

SMARTLAB Toys Tiny series including Robots, Baking and Science feature miniature real precision instruments to create everything from your own miniature robot to science projects to miniature baked items. Priced under $30.

The award-winning SmartLab’s STEAM toys and games focus on hands-on, educational experiences that also promote strong family bonds .@smartlabtoys

CRAYOLA: Colours of the World Crayons (Crayola): Crayon packs that feature 24 colours that represent different skin tones from around the world. ( www.crayola.ca )

BRIGHT FAIRY FRIENDS : are magical fairy dolls that come with their own little homes and light up with motion activated twinkle lights. Surprise accessories and makes for a comforting night light. ( http://brightfairyfriends.funrise.com )