Why unboxing is new play

PACKAGING IS PERFORMANCE: KIDS STEERING TRENDS, RETAILERS RACING TO KEEP UP

- Hein Kaiser

Let's get festive. It's time to play and spend. This as the sound of unboxing is the Christmas carol of social media, and toymakers and retailers gear up for the biggest chunk of the annual R7 billion toy market bonanza.

And Formula 1 and Lego have topped the charts along with interactive and sharable play, according to surveys and research by local retailers.

According to the Toys R Us South Africa's 2025 Toy Trends report "racing rules", "tech meets creativity", and "family time rebounds".

Massmart's Top Rated By Kids campaign, where over 500 young toy testers spent days scoring hundreds of products, also put racing at the top of its most wanted list.

Toys R Us South Africa marketing manager Catherine Jacoby said Formula 1 has become a cultural phenomenon, not just a sport. "From ride-ons to diecast cars, kids are living out their racing dreams at home".

The Lego F1 Racer Ferrari appeared on both retailers' top lists.

Then, beyond Formula 1, toys that offer interactivity, discovery and creativity dominated both retailer's reports.