As children show a growing interest in fashion, makeup and skincare, toy makers are launching innovative new products for exploring these adult themes safely. In the April edition, Toy World’s Gabriela Jiménez García looks at the latest trends and products fueling this emerging category.
In a world where social media is dominating, it comes as no surprise that children are increasingly enthralled by the glamour of the fashion, beauty and self-care industries. A recent YouGov poll showed that 46% of 6-11-year-olds have an active social media account, regardless of the age restriction, and an early introduction to social media means that Gen Alpha is more likely to be image-conscious than older generations. Platforms like TikTok, Instagram and YouTube are flooded with content featuring the alluring lives of influencers who invite their followers to keep up with their beauty routines and tips. Content, from ‘Get Ready With Me’ and Outfits & Styling videos to step-by-step skincare tutorials that showcase products in colourful and attractive packaging, has motivated the younger generation to experiment with their identities and follow the beauty routines of the content creators they view online.
As a result of children’s fascination with beauty and skincare, retailers in the beauty space are noticing a younger age group seeking out trending cosmetics and asking for luxury items. This phenomenon has led to #SephoraKids – a popular term used to describe children who are influenced by social media to buy adult fragrance, skincare and beauty products. However, concerns abound regarding the suitability of such products for youngsters.
Toy manufacturers are addressing this by finding a balance between offering real cosmetics that are dermatologically approved for young skin and maintaining the playful nature of toys. Many companies have launched new and innovative beauty lines that feature bright and fun packaging inspired by popular adult skincare brands, while also incorporating well-known licences and fashionable doll characters to attract young audiences.
GP UK is one of the toy suppliers staying ahead of beauty trends by offering makeup products that allow kids to experience a taste of the grown-up world.
To find out more about the latest trends and products entering the Fashion & Beauty category and discover more insights from leading suppliers, click here for the full article which appeared in our April issue.