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Baby Playing with Building Blocks

Futures of Toys

- 2040 -

Toddler with Wooden Toys

Project Overview

future of toys in 2040

This project explores the future of toys in 2040 using scenario planning techniques to examine the intersection of digitization and consumption behaviors. Four distinct scenarios—Merch Mania, Connected Collectibles, Crafted Play, and Grow with Me—were developed to address societal, environmental, and technological shifts. Each scenario reflects a unique future, offering insights into how toys could evolve to foster creativity, learning, and sustainability.

Process Overview

Trend and Driver Analysis

  • Before diving into scenario creation, the team conducted a comprehensive analysis of trends and drivers shaping the future of toys. These included:

    • Technological Advancements: The rise of IoT, AI, and immersive play experiences.

    • Sustainability and Eco-Consciousness: Increasing consumer demand for eco-friendly materials and waste reduction in toys.

    • Shifts in Consumption Patterns: A growing divide between overconsumption and mindful, minimalistic behaviors.

    • Aging Populations: The need for toys that support cognitive health and intergenerational play.

    • Digital Divide: Unequal access to tech-enabled toys, raising concerns about inclusivity and equity.
      These drivers and trends formed the foundation for identifying key uncertainties and potential directions for the future.

Wooden Toys
Digital Tablet

Scenario Framework

The scenarios were created using a 2x2 matrix

The team applied a 2x2 scenario planning technique, selecting two critical uncertainties to structure the scenarios:

  1. Digitization: Ranging from low-tech, analog toys to high-tech, IoT-enabled and AI-driven toys.

  2. Consumption: Balancing the tension between overconsumption (mass production and waste) and mindful consumption (sustainability and purpose-driven use).

These axes were chosen because they represented significant and impactful uncertainties influencing the future of toys. The intersection of these dimensions created four plausible yet distinct future worlds.

Scenario Framework

  • Axes:

    • Digitization (Low ↔ High)

    • Consumption (Overconsumption ↔ Mindful)

  • Scenarios:

    1. Merch Mania (Overconsumption x Low Digitalization)

    2. Connected Collectibles (Overconsumption x High Digitalization)

    3. Crafted Play (Mindful Consumption x Low Digitalization)

    4. Grow with Me (Mindful Consumption x High Digitalization)

Cute Feet

Exhibition: A Window Into the Future

The project culminated in a museum-style exhibition designed to immerse audiences in the world of 2040.

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  • Artifacts on Display:

    1. CARBI: Emphasizing nostalgia and collection-based creativity.

    2. NanoBits: Showcasing hyper-digitized storytelling and play.

    3. Sproutables: Highlighting sustainability and nature-focused learning.

    4. aMIca: Demonstrating the future of AI-powered, lifelong companions.​

  • Purpose:

    • To provide a tactile and cognitive glimpse into the implications of each scenario.

    • To explore how toys can evolve into everyday tools that reflect and address societal and environmental challenges.

CARBI: Emphasizing nostalgia and collection-based creativity.

  • Scenario: Merch Mania

  • Description: A nostalgic, physical toy where players collect hidden parts from chocolate eggs to build life-sized vehicles, fostering intergenerational play.

  • Implications: Encourages creativity and collaboration but reinforces overconsumption and environmental concerns through addictive collection behaviors.

Sproutables: Highlighting sustainability and nature-focused learning

  • Scenario: Crafted Play

  • Description: Biodegradable toys embedded with seeds that grow into plants, blending fun and sustainability to teach patience and environmental care.

  • Implications: Encourages eco-conscious behavior and environmental responsibility but challenges nostalgic attachment to physical toys.

 NanoBits: Showcasing hyper-digitized storytelling and play.

  • Scenario: Connected Collectibles

  • Description: IoT-enabled magnetic spheres that snap together to create dynamic stories and visual displays, blending technology and play.

  • Implications: Inspires storytelling and creativity but raises concerns about data privacy, classroom distractions, and the risks of over-digitization.

aMIca: Demonstrating the future of AI-powered, lifelong companions.

  • Scenario: Grow with Me

  • Description: An AI-powered, handcrafted companion designed to grow and evolve with its user, fostering emotional connection and cognitive support over a lifetime.

  • Implications: Promotes intergenerational play and mindfulness but raises concerns about dependency, privacy, and equitable access.

Asian mom helping her kid building blocks

Strategic Takeaways

  • Toys as Lifelong Companions:
    Toys are transforming into tools for emotional connection, lifelong learning, and sustainability, aligning with broader societal goals.

  • Navigating Ethical Concerns:
    Innovations in digitization and consumption raise critical questions about privacy, equity, and overconsumption. Toys of the future must balance these concerns to remain impactful and inclusive.

  • Inspiring Creativity and Connection:
    Each scenario showcases how toys can foster creativity, intergenerational connection, and mindfulness while addressing environmental and social challenges.

Thought Process

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