The Underconsumption Core TikTok trend has rapidly gained traction in 2024, resulting in major impacts on the toy industry. Underconsumption Core, a term coined by Gen Z and millennials on TikTok, is characterized by making every dollar count by being more selective and mindful of your spending by searching for products that provide lasting value. Driven by the increase in living costs and widespread budgeting efforts, this trend is almost a reflection of what we saw in the 2008 recession when low-cost, high-value toys and games were the heroes of the toy industry. The only difference? Customers aren’t just looking for cheap thrills. They want toys that matter, worth the effort they’ve put in to get them. 

Joeydolls celebrates Asian heritage and culture by producing a high quality, and authentically representative toy line. Now available in 19 stores across the world, you may be surprised to know that this small toy business began during the COVID-19 Pandemic, and was funded by 1 powerhouse mom, Samantha Ong. The brand has won three awards for its effort towards creating more inclusivity and diversity during a period of Asian-hate, has just paired up with five new retailers to make its diverse, award-winning dolls more readily available to the public.

From March 3rd to March 5th, one of Las Vegas' biggest Toy Trade Show's occurred: Toy Fest 2024. Check out this article to read more about the hottest inventions and categories driving the industry. In fact, if you're new to the toy business or want to start the toy development process and have the question of how to start a toy company, this article is a great place to start. You can gauge the latest trends and the thoughts behind great toys all from the comfort of your home.

Check out this guide to see the latest themes and trends at London Toy Fair 2024. From nostalgia toys to kidult themes every toy person needs to read this ultimate guide.