Sustainably trending: “consumers expect brands to respond sooner rather than later”

There has been a rapid shift in attitudes amongst consumers, moving away from passive consumerism to becoming more active and making conscious choices. 

This is reflected in our Baby & Kid’s Spring Summer 2019 trend, Natural Historians. First published in 2017, this trend is driven by a desire to discover, appreciate and protect the natural world. 

Following the success of BAFTA-winning series, Planet Earth to environmental concerns that continue to dominate headlines; this trend tackles ongoing, broader environmental themes and looks to encourage a proactive attitude amongst the younger generation.

Endangered animals are a key character in this story, used as inspiration for illustration, surface pattern as well as direction for educational toys and decorative accessories. 

One character in particular that we’ve already spotted at numerous trade fairs in 2019, and high street stores In the UK and US is the sloth. These mammals have become a firm favourite in the toy industry alongside the ever popular, unicorn and the llama. 

Spotted at the London Toy Fair and Spielwarenmesse, these characters are still yet to reach saturation point and show no sign of disappearing.

What’s more, during our time walking the floors at different shows, we’ve witnessed an increasing number of brands beginning to respond to sustainability concerns with new alternative materials for children’s products. 

Brands are offering more eco-friendly propositions, from reusing waste to plastic alternatives. Moving away from plastic, we’ve witnessed a rise in sophisticated and educational wooden toys, particularly for younger children.

We’ve been tracking this rise in sophisticated children’s design for a number of years. With a heightened awareness of sustainability paired with a consumer demand for children’s products to blend seamlessly into the wider home, natural materials such as wood and bamboo are growing in popularity.

Natural earthy shades featured in Natural Historian’s also responds to this modern sophistication of children’s design and a desire to connect with nature. Earthy tones and faded browns are paired with crisp sky blue and grassy green for a utility inspired look. 

The sun-bleached pastel tones of peach pink and mint green breathes a freshness into the palette, a great combination for baby and children’s product. In the coming years, we expect to see more of these ‘grown up’ colour combinations used across toys and games.

Creating beautiful, sophisticated children’s product that is kind to the environment and representative of consumer’s values is no doubt the challenge that the toy industry faces. 

So, what can we expect to see at trades fair in the coming years? With greater education on the subject of environmental concern, alongside new regulations and increasing NGO pressures, consumers will expect brands to step up and respond sooner rather than later. 

Brands that represent the conscious choice; good for the environment, good for me and good for my child will resonate with modern day parents.

For more information about Trend Bible visit: and follow them on Instagram and LinkedIn to keep up to date on the latest emerging trends.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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