Good news for the US toy industry: Record birthrate in 2007

In about two years, we should see the beginning of an upturn in US toy sales. Why, because 2007 saw a record number of births in the United States. As an Associated Press article, entitled "Baby boomlet: US births in 2007 top 1950’s record," put it: “Health officials on Wednesday released a statistical snapshot of the good times: Births in this country topped 4.3 million in 2007, more than any other year in the nation’s history, surpassing the peak during the post-World War II baby boom 50 years earlier.”

It is interesting to contrast these US births with declining birthrates in Japan and Europe. These contrasting trends could have major impacts in both continents. In the US, it will mean the need to adjust the marketing of toys to a child population that is not only growing but is increasingly populated by people of color. In Europe it will mean adjusting to a consumer base that is populated by fewer children and an aging population. 

This divergence in trends, if maintained, could mean that going to market in the US will be increasingly different than doing so in Europe. In the US, we will see a robust juvenile products industry but one that is populated by a mosaic of minority consumers, each demanding an authenticity that speaks to how they see themselves. In Europe we will see an increasing need to market toys to adults and teens. 

No one said life had to be boring and it is certainly not for those of us in the toy industry. Stay tuned!