Social media curbs could drive renewed interest in offline play

Toys“R”Us Asia’s acting co-chief executive officer, Johnny Mui, believes that recent restrictions on social media use among children and teenagers could drive a renewed interest in offline activities. Countries like Malaysia, Australia, Brazil, Indonesia, the United Kingdom, France, and Greece are implementing or considering measures to limit screen time for those under 16 years old. Mui stated that these restrictions could encourage families to seek alternatives to screen-based entertainment.

Mui emphasized that play is crucial for learning, social interaction, self-expression, and strengthening intergenerational relationships. He noted that activities such as Beyblade tournaments and trading card games have seen renewed interest in Asian markets. Beyblade, launched over two decades ago, has experienced a resurgence, with tournaments attracting participants of various ages. Similarly, trading card games like Pokémon have drawn both younger players and adults who grew up with the franchise.

The company also highlighted the popularity of blind boxes and collectibles among teenagers and young adults. Films like Toy Story continue to bring different generations together. In response to these trends, some toy retailers are introducing activity-based spaces in their stores, such as TOMICA stores in Malaysia and Pokémon Play Labs in Hong Kong. These spaces offer customers opportunities to engage in hands-on activities, rather than just shopping.

Mui concluded by expressing the company's mission to provide joyful, meaningful alternatives to screen time. "As societies rethink the role of technology in young people's lives," he said, "there will already be familiar, welcoming corners of the city where children, teenagers, and kidults can pick up a spinning top, a blind box, or a deck of cards, and simply play together again."