Children are likely to have that pester-power over their parents who are already feeling parent guilt. They love to nag about toys they see on TV. And, as screen time increased during the pandemic, there are a lot more ads; hence, more nags.
Moms More Guilty than Dads
Many parents began working from home due to the pandemic. But, that does not mean parents have more time for their kids. Add chores, online learning, policing screen time, and even longer hours at work, the guilt just add up
And who feels guiltier? Abigail Ocobock of the Department of Sociology at the University of Notre Dame says it is mothers: "Moms feel guilty even when they do most of the parenting and schooling of the kids. Whatever they were doing never felt enough."
But in double income households, both parents are likely to indulge their children with expensive toys. Also, in most of these cases, both parents are unable to spend as much time as they would like with their kids.
"Many parents felt guilty, wishing they could spend more time with their kids. And if they cannot, they give toys, puzzles, other activities to occupy the kids," Rebecca Hamilton, professor at Georgetown University revealed.
How Parent Guilt Helps Toy Industry Stay Afloat
Social distancing and infection control during the pandemic lead to more parent guilt. With canceled birthday parties, playdates, vacations, and remote schooling; children needed a lot more comforting from their parents.
Grandparents also felt the so-called COVID guilt, Inquirer reported. Parents and grandparents alike feel guilty as the holidays close in; partly because of the lack of time spending with the children. And with that the toy industry U.S. claims this year's Christmas one of the best ever. Jay Foreman, CEO of toymaker Basic Fun revealed retail purchases of toys like Tonka trucks went up by at least 30 percent.
At the onset of the pandemic (late 2018 to early 2019), the toy industry appeared to suffer. Toy retailers had to shut their stores. Lockdowns in some places forced toy stores to close. But as schools closed and the pandemic tarried, parents needed toys to occupy their kids. So, toy purchases rebounded.
Bestselling toys
Jigsaw puzzles saw a massive increase in sales up to 370% year by year, Criteo reported. Building toys like LEGOs, construction sets, foam and wooden blocks also increased sales.
Basic Fun also got to leverage on the nostalgia that parents and grandparents feel during the pandemic holidays. Foreman revealed that old-school toys like K'nex, Lite-Brite, and Lincoln Logs also saw a boost in sales.
To increase kids' physical activity while staying at home during the pandemic, parents are also more inclined to buy swing sets, playsets, and trampolines. Toys that encourage creativity through music and art are also selling well with parents.
COVID-19 Related Toys Also a Hit
Toymakers in Spain and Portugal began selling toys this Christmas that help teach kids about COVID-19. Toy medical kits, dolls wearing masks, and other toys have adapted to fit the pandemic situation. There are even dolls with a virus tester that tell if the toy is infected.
Mother Reyes Lopez said the dolls are representative of our current society. "It helps kids adapt to the reality at present." When they see dolls wearing masks, kids are more inclined to wear a mask as well.
Further, such dolls help children when they visit the doctor for a test. The toys are likely to help children feel less anxious.
