Science, maker, and activity kits—some with licenses attached—are a big trend within the toy business, from STEM packs centered on coding and circuitry to chemistry sets focused on slime or cosmetics. A mini-trend within the category, notable at this year’s New York Toy Fair, was the pairing of licensed properties with plant- and nature-related science and activity kits:
- Insect Lore devoted much of its booth to its new World of Eric Carle insect kits, each paired with a character from one of Carle’s picture books, from The Very Hungry Caterpillar to the praying mantis from The Grouchy Ladybug. In one kit, for example, kids can see their own Very Hungry Caterpillar transform from a young caterpillar to a chrysalis to a butterfly.
- Green Toys’ new license with Sesame Street for eco-friendly toys includes Abby’s Garden Planting Activity Set as one of the items. The 17-piece set includes coloring pages, a Growing Magic Guide, and activities as well as seeds, soil pucks, planting pots, and the like.
- Thames & Kosmos offered a Barbie plant-science kit as a new SKU under its licensed Barbie line, introduced last year, which also includes products that teach geology, chemistry, and STEM concepts. The plant kit includes experiments, lessons in plant biology, and everything needed to grow vegetables and flowers.
Although the incidence of licensed kits such as these seems to be on the rise, other licenses have been paired with plant-related science and activity kits over the years. In the past, Dunecraft marketed Curious George plant kits, for example, while Delta Education made a Spells & Potions Herbology & Other Plant Sciences Kit tied to Harry Potter and the Chamber of Secrets. More recently, Target has been selling grow-your-own kits for Mickey Mouse & Friends (sunflowers), Peppa Pig (strawberries), and Batman (chilies), as well as My First Garden Sets with Mickey and Peppa. And on the brand side, Horizon Group USA offers plant kits under the Miracle Gro Kids umbrella. Some of these examples fall toward the educational side of the spectrum, while others are more activity-based.
It should be noted that the current interest in children’s plant kits and nature-based science sets is not just a component of the broader educational/STEM trend within the toy industry. Kits like these also reflect a rise in the number of licensed properties, across ages and property types, entering the broader seed and grow kit space. Most such deals, outside of the kids’ arena, have more to do with cooking or gardening than science.
Watch for our detailed coverage of licensing trends from Toy Fair later this week. We will provide a link in our next edition of RaugustReports on Thursday.
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