Social developments influence toy trends 2022: diverse & inclusive and sustainable toys popular

New edition The Big Toy Book from available from this weekend

In short

Utrecht, 7 October 2022 – From this weekend, families across the Netherlands will once again receive’s ‘The Big Toy Book’. This officially opens the Sinterklaas wish-list season. Thanks to “The Big Toy Book” and its app, makes it easy for the assistents of Sinterklaas to see what children’s wish lists are. For children, it provides inspiration and hours of fun. To mark the launch,’s toy experts mapped out the 2022 toy trends. Remarkably, social developments, such as a greater focus on climate and diversity & inclusiveness, play a clear role in this year’s trends.

Marcel de Looper, toy expert at, explains: “ has years of experience in the toy world and access to a wealth of data on toys. Based on this, it is easy to predict which toys will become or remain a trend. Social developments often influence trends. We see this clearly in 2022. The climate crisis makes people more aware of the importance of making sustainable choices themselves, including when buying toys. There are also increasing social conversations about diversity and inclusion. The logical consequence is that brands are adapting their offerings accordingly and consumers are increasingly open to this. In our Big Toy Book, too, we have made sure that children can recognise themselves, both in the selection of toys and in the images.”

He continues: “We also still see the influence of the corona years and the current uncertain times reflected in the trends. Inspired by the time people spent together at home, games are still hugely popular. People also started crafting more during the corona years. This has boosted the modelling category. In addition, this year we also see that animated children’s series that can be seen on streaming services like Netflix and YouTube are also having a definite impact on the trends.”

The six 2022 toy trends are as follows:

  • Streaming toys
  • Diverse and inclusive toys
  • Climate-neutral play
  • Forever Young
  • Playing for connectedness
  • Model building in a new look

You can read more details about the trends via this trends sheet (Dutch only).

More insight thanks to the app

Since the launch of The Big Toy Book, the book has continued to expand. The Big Toy App, and the toys it contains, is even richer this year with the further expansion of AR functionality in the app. With this, many of the toys from The Big Toy Book can be brought to life. This is fun for children to do and very useful for parents, as you can easily see how big something is and whether it fits well in the bedroom or living room. Details about the toy, 3D images and videos can also be viewed. Conveniently, children who are, for example, big fans of Harry Potter can in this way compare two boxes of LEGO in detail to see which one he or she likes best on his or her wish list.

The aim of the book is not only to inspire and delight children, but also to offer parents as much convenience as possible. Through the Big Toy Book app, parents can get insight into the toys their child looks at most and digital wish lists (with up to 10 products). Of course, only with the consent of parents who have to link their account for this. This way, they can buy the Sinterklaas gifts the child is really excited about and avoid any mis-purchases.

Available from Saturday

In 2021 3 million childrenhave played with The Big Toy Book and its app. The products in The Big Toy Book are brought to life through more than 18,000 photos, videos, facts and quiz questions. Het Grote Speelgoedboek will be targeted for delivery to families across the Netherlands from 8 October and in Belgium from 17 October. People who have not received the book can visit all Albert Heijn shops in the Netherlands from 15 October and Delhaize in Flanders from 17 October.