In 1943, Richard James, a naval engineer, was working on designing springs that could stabilize sensitive instruments on ships. One day, he accidentally knocked a tension spring off a shelf, and to his amazement, it “walked” down a stack of books, onto a table, and then onto the floor” in a fluid motion.
Richard immediately saw the potential for a toy, and with the help of his wife, Betty James, they developed a plan to market it. Betty came up with the name “Slinky”, inspired by the smooth, sleek movement of the spring.
At first, toy stores weren’t interested in carrying it, but a demonstration at Gimbels Department Store in Philadelphia changed everything. Within 90 minutes, they sold 400 Slinkys, and by the following year, it was a nationwide sensation. While Richard’s idea gave birth to this toy, it was Betty’s vision and marketing sense that brought Slinky to households across the world.
Since then, over 300 million Slinkys have been sold worldwide, proving that sometimes, the best toys are not planned—they’re accidents of joy.
Toys have been companions to children since generations. As many genres of music exist, so do many varieties of toys continue to persist. Kitchen set, doctor set, make-up kit, supermarket, superheroes, the list of toys is endless. The world of toys owes its existence to many creative women. The famous ‘Barbie doll’ was introduced by Ruth Handler in 1959 at the American International Toy Fair in New York. Handler was inspired by the German Lilli Doll. The most sought after, the alphabet blocks were created by Adeline D.T. Whitney. When Eleanor Abbott, a retired school teacher was recovering from Polio in the hospital, she wanted to create a game that would help children forget the dull environment of the hospital. She came up with a board game named ‘Candy Land’, which went on to become so famous that it was inducted into the National Toy Hall of Fame in 2005.
The toy industry today is comprised of many companies like Lego Group, Mattel, Spin Master, Tomy, Playmobil, Moose Toys etc. There are also a few women-led toy companies across the world, like Sootie Limetree, Okto, Crinkly Cloth books, GoldieBlox, Little Llama, etc. According to Zion Market Research, the global toy market is forecasted to grow from USD 305.81 billion in 2022 to around USD 391.62 billion by 2030 with a compound annual growth rate (CAGR) of roughly 3.14%.
From humble beginnings to a booming $300+ billion market, the toy industry has evolved rapidly — yet challenges remain, especially for women entrepreneurs.
Challenges Faced by Women in Toy Industry and Solutions
While many women have made great strides in the toy industry, their path to success has faced several obstacles.
Gender Bias: When toys are focused towards particular genders, it can reinforce gender stereotypes. Some toys are marketed as “for boys” or “for girls”. Gender bias is also created when toys are associated with specific genders, such as action toys for boys and dolls for girls. Toys marketed toward boys often emphasize spatial or problem-solving skills, while those for girls tend to focus on nurturing and creativity, potentially limiting children’s exposure to diverse forms of play. When kids focus on one type of toy, they may miss out on other important aspects of human nature. According to a study by Geena Davis Institute in 2022, girls made up about 56% of actors in advertisements for best-selling toys in 2022. 75% percent of toys that were played competitively or violently were played with by boys.
Funding challenges: Funding has been a universal issue for women, not just in the toys industry but universally. There are multiple factors like limited networks, lack of female role-models, risk perception, societal gender norms and insufficient data on women led businesses that have made it difficult for women to raise funds. Organizations like Women in Toys, and Licensing & Entertainment (WIT) are working tirelessly to support and empower women in all facets of the toy industry, providing networking opportunities, mentorship programs, and advocacy initiatives aimed at promoting diversity and inclusion.
Access to markets: This refers to the difficulty faced by toy manufacturers to sell their toys in larger markets or even internationally due to stiff competition from established brands, cheaper toys or high tariffs or lack of support. According to the New York Post, a 20% duty on goods made in China and a 25% tariff on Mexican and Canadian made products are directing demand toward a small group of toy manufacturers in the US. Some of the solutions to address the question of access include diversifying distribution channels, partnering with big companies and exploring localized production of toys. Phi Phi toys, an Argentina toy maker partnered with Kids Corp in 2024 to tap the wider market by establishing an emotional connection with their audience.
One of the ways to overcome these challenges in the toy industry is through innovation. With the evolution of time and technology, the industry has seen the emergence of toys which were unimaginable in the past. Let us look at some of the latest developments in the toy industry.
Latest Trends in Toy Industry
AI Integrated Toys: With AI spreading its reach across industries, toys have not remained untouched. Hamleys stores are now displaying Miko Mini, a toy that ignites curiosity, builds skills and promises to develop empathy in kids. Unitree Go2 is another toy that provides a unique opportunity to explore coding, robotics, and artificial intelligence for teens. Roybi is another capable toy that can teach language skills to kids. It offers over 500 interactive lessons across 70 categories, including language learning in English, Spanish, French, and Chinese. The toy uses advanced AI to adapt to each child’s learning pace and interests, providing a customized educational experience. It also includes stories, songs, and games that encourage active participation.
AR and VR Featured Toys: Augmented and Virtual realities have existed since the 1960s. Gradually they have proved to be foundations for innovation in the toy industry. Lego has adapted AR since 2018 to bring its classic building blocks to life, making them a pioneer in the field of augmented reality toys. The Lego AR Studio features a range of interactive activities. Players can explore a virtual world filled with their own creations and add on to them with the help of the app. There are also challenges to complete, such as finding hidden pieces or solving puzzles. Nintendo released a new AR game called Mario Kart Live. Players could control a real-life kart equipped with a camera and a Nintendo Switch. A live image from the camera is displayed on the console, and AR enables the virtual racetrack and other objects come to life. With this toy, one can set up a custom race circuit for your family in the living room or host a kart event in the bedroom! The game features multiple courses, power-ups, and online multiplayer.
Toys and Movies: Many toys today have origins in movies or vice versa. Boys want superhero toys like spiderman, batman, hulk, etc. while girls pine for Barbie dolls, Snow-white, Elsa, Moana and other female characters are their toy companions. Data analytics specialists at The NPD Group highlighted a correlation between Netflix’s “Barbie Dreamhouse Adventures” and sales of the Barbie Dreamhouse. As the new season of the show premiered on Netflix, viewer hours of Barbie titles shot up – almost doubling between February and June 2020. Sales of the Barbie Dreamhouse skyrocketed, too. It became one of the top 10 fastest-selling toys in the US soon after. The toy industry, in short, has been drawing inspiration from the movie industry.
Sustainable Toys: As the world is more conscious about benefits of preservation and conservation, the toy industry is making efforts to make sustainable toys. According to the World Economic Forum, 90% of the toys are still made from plastic. Mattel – maker of everything from the aforementioned Barbie to Fisher-Price and Hot Wheels – is aiming for 100% recycled or bio-based plastic materials in its products by 2030. Hasbro claims to be the first toy company in the US to start a toy recycling programme, saving 20 tonnes of plastic waste since launch, Hasbro says. Lego said that it has tested more than 600 different materials to find a suitable alternative for the oil-based plastic used in its famous bricks, and that currently 22% of its bricks are not made from fossil fuels. Sustained Fun launched World Sustainable Toy Day in 2022, an initiative to bring together toy companies, libraries, and retailers to promote sustainability. This event is held annually on the third Friday of November.
While toys end up being best companions for children of all ages, technology has made the toys more exciting, superior, informative and versatile. However, no toy can replace the value of human touch and provide the benefits of social connect. Parents need to be ever cautious about letting their child get exposed to certain toys without moderation. In the end, toys need to be just seen as instruments of learning but nothing beyond. As the toy industry evolves, let us ensure it remains inclusive, diverse and deeply human like the women who have shaped these toys.
