Quinn Byrne, 5 left, shops with her mother, Jamie Byrne, at a Learning Express store in Lake Zurich, Ill., Tuesday, Sept. 26, 2023. While still in its early phase, a growing number of toy marketers are embracing MESH — or mental, emotional and social health — as a designation for toys that teach kids skills like how to adjust to new challenges, resolve conflict, advocate for themselves, or solve problems.
The plan is to certify MESH toys by mid-2024 the same way the Toy Association did for STEAM toys, which emphasize science, tech, engineering, arts, and math. Adrienne Appell, a spokeswoman at the Toy Association, notes that MESH is an area it will continue to monitor as it evolves. Express Your Feelings Sensory Bottles, by hand2mind, are displayed at the 2023 Toy Fair, in New York's Javits Center, Monday, Oct. 2, 2023. While still in its early phase, a growing number of toy marketers are embracing MESH — or mental, emotional and social health — as a designation for toys that teach kids skills like how to adjust to new challenges, resolve conflict, advocate for themselves, or solve problems.
“My fear is that MESH will be used as the next marketing gimmick,” said Chris Byrne, an independent toy analyst. “It will create a culture of fear that their children are not developing socially and emotionally. And that’s not really the job of the toy industry.
The U.S. toy industry itself has been in need of a jolt following a weak year, particularly a lackluster holiday 2022 season when retailers were stuck with a surplus of toys after enjoying a pandemic-induced toy splurge by parents. The malaise has continued so far this year, with toy sales in the U.S. down 8% from January through August, based on Circana’s retail tracking service data.
“You don’t want to rush up to somebody and say, ‘Hey, how’s your mental health today of your kids?’” Derr said. “That’s why local toy stores are a great place to start because of our relationships with the community, customers and teachers.”Sarah Davis, the mother of three boys ages 3, 6 and 9, is open to the idea of MESH toys.
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