The Insights Family recently released their Future Forecast 2025 Report identifying the six trends they feel will shape the kids and family industry in the year ahead. The first trend they highlight is how families are prioritising emotional and physical wellness, reshaping play and lifestyle decisions.
If the last few years have felt like ‘a lot’ then you’d be right. In fact children born after 2010 represent the most disrupted generation since the Second World War. They've had the pandemic and social isolation, climate change concerns, global conflicts, and economic instability all forming the background to their childhoods. On top of this is layered the pressures of a hyper-connected digital world. Unsurprisingly this generation has heightened anxiety and a need for security and emotional support.
The Insights Family research shows the impact of these events on family priorities, with mental and physical wellbeing now taking center stage. For manufacturers and brands, this shift offers an opportunity to play a meaningful role in supporting families. 75% of millennial parents — now the primary caregivers for Gen Alpha kids — report prioritising health and mental wellbeing management skills for their kids when making entertainment choices. 68% of parents of kids aged 1-16 and 65% of kids (aged 6–18) identify health and wellbeing as key factors in their choices. Even in the face of economic pressures, families are committed to products and experiences that support their physical and emotional growth.
This trend has led to an increase in sales of products and experiences designed for emotional support and stress relief. In the toy space the staple 'go to' product to help children feel calm and secure is the cuddly toy and sure enough soft toys were reported as the favourite toy type among 22% of kids aged 3-15 across 21 countries in Q4 2024, experiencing growth in Italy (+26%, 16%), Australia (+17%, 30%), and Argentina (+11%, 30%), when comparing Q4 2023 and Q4 2024.
As children grow up they spend more time on digital devices and as screen times reach new levels and concerns about social media’s impact on youth mental health grows, gaming is emerging as a space where emotional needs can and should be addressed. The survey shows that in Q4 2024, 16% of teens in 21 countries primarily game for relaxation, while 7% use gaming for self-expression, showing how young people find connection and emotional relief through digital platforms.
‘Cozy games’ are the opposite of what many people think of video games. They’re not noisy and pressured. Instead they are mindless but not uninvolved; inviting but not harrying. Titles include Animal Crossing, Kind Words and Cozy Grove and all these games are meant to evoke feelings of warmth, comfort, and peace.
So as the desire for health-conscious, emotionally intelligent entertainment and activities grow there is an opportunity for brands and manufacturers to shape the future of toys, games, and family-oriented experiences.
There is a proven market for products, particularly soft toys of beloved characters, that can help kids build emotional regulation skills with added multi-sensory elements such as sounds and textures, to promote self-soothing and stress-relief.
There is a gap in the market for interactive and gamified wellness experiences that can make wellness fun and accessible. Smart devices offering daily wellness challenges, integrating both physical activities and mindfulness exercises are likely to find receptive audiences. A possible next extension for non-screen devices such as Tonies. Devices that are tracking progress, setting goals, and rewarding families for participating in activities together and encouraging long-term wellness habits, are likely to find receptive audiences.
Cosy games that encourage reflection, emotional exploration, and self-expression, giving kids and teens a safe space to navigate their emotions will also likely be a hit with kids and parents alike.
There are real opportunities for manufacturers and brands that integrate emotional and physical health into their products. Check out the marketplace for brands on Negosh that would work well with these types of products. And if you can;'t find a specific brand you're looking for you can always let us know through the Brand Connector.