1 big thing: Toys go social

Illustration of a stuffed animal plush toy in the shape of the Tiktok logo 

2. Gen Z rejects ladder-climbing

Illustration of a man wearing a tie with a pattern of “meh” emoji faces.

3. CompSci classes get more popular — slowly

Illustration of top down view of opened laptops in a grid pattern.

4. Security cams come to NYC's subways

A train conductor looks out from a subway car at the 47 -50 Sts - Rockefeller Center subway station on July 15, 2022, in New York City. 

5. One fun thing: Row, row, row your...Peloton?

Jennifer had the enviable job of spending time this week at Toy Fair, an annual confab for the world's toymakers — and as she found out, they're obsessed with all things social media.

Axios and Noticias Telemundo invite you to join us virtually for the inaugural Axios Latino Visionarios event on Thursday, September 29. Register here to livestream sessions.

Today's newsletter is 1,158 words ... 4 1/2 minutes.

A hearty thanks to today's What's Next copy editor, Patricia Guadalupe.

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National

deepBlue

The next decade of big, sweeping changes will unfold in cities and communities where new technologies like 5G, AI and drones are transforming how we work, live and play together.  What’s Next will guide you through the revolution.

Axios What's Next

1 big thing: Beach cleanup goes high-tech

The BeBot, left, sifts through sand to remove plastic waste and other debris. The Pixie Drone, right, is a sort of Roomba for floating waste.

2. Look out for that sofa!

An illustration of a couch being torn apart.

3. Big interest in microcredentials

Illustration of a chalkboard in the shape of an upward arrow.

4. 📸 Ian from space

A satellite picture of Hurricane Ian over Cuba.

5. NASA bonks asteroid

Asteroid moonlet Dimorphos as seen by the DART spacecraft 11 seconds before impact.

It's beach cleanup season — and as Jennifer reports today, all manner of robots, drones and other tech are helping out.

Today's newsletter is 1,172 words ... 4½ minutes.

A hearty thanks to What's Next copy editor Amy Stern.

1 big thing: NFT artists get creative amid crypto downturn

Illustration of a grid of coins in a Pop Art style.

2. Why EVs are getting so expensive

3. "Train Daddy" returns

TTC head Andy Byford waits for one of the TTC's new streetcars in Toronto on August 19, 2016.

4. Tesla's window recall

Tesla car charging station on Sept. 15 in Garden City, New York.

5. Saving the whales with AI

Beachgoers look at a dead juvenile Humpback Whale that washed up on Baker Beach on April 21, 2020 in San Francisco, California.

What happened to the artists who hitched their wagons to the NFT star now that crypto's bull run is over? Alex found out for today's story.

Editor's note: We misspoke yesterday when we said Jennifer was at Toy Fair. She was at an event hosted by Toy Insider, a group that reviews toys and makes recommendations for parents.

Today's newsletter is 1,015 words ... 4 minutes.

1 big thing: The biggest cities are getting hotter

2. Workers under watch

Illustration of a person sitting at a computer desk with a giant infrared camera taking their temperature 

3. More machine than man, now

4. 📸 Battery bot

A robot lifts the battery as it is istalled on the frame of Ford Motor Co. battery powered F-150 Lightning trucks.

5. Hurricane forces Artemis rollback

NASA's Artemis I rocket sits on launch pad 39-B at Kennedy Space Center on September 02, 2022 in Cape Canaveral, Florida.

How is the threat of rising heat affecting people's decisions about where to live? So far it doesn't seem to be a factor, Alex and Axios data journalist Erin Davis report today.

Axios and Noticias Telemundo invite you to join us virtually for the inaugural Axios Latino Visionarios event on Thursday at 6 p.m. ET. Register here to livestream sessions.

Today's newsletter is 880 words ... 3½ minutes.

A hearty thanks to today's What's Next copy editor Lisa Hornung.

1 big thing: Welcome to the "vertiport"

Wisk's concept of a potential "vertiport," or landing site for autonomous flying taxis.

2. Chart: Makin' my way downtown (slowly)

3. A good sign for 4-day workweeks

Illustration of a suited business person running with a briefcase in each hand.

4. AI is helping breed better plants

Illustration of a maize plant wearing sunglasses and reclining on a lounge chair under a bright sun

5. One fun thing: New beanball record

"Flying taxis" are inching toward takeoff — but where will they actually land? Joann has the details, including a scoop from the FAA.

Today's newsletter is 1,070 words ... 4 minutes.

Plastic-munching robots, floating drones and other "smart" contraptions are starting to ply beaches and waterways, systematically removing dangerous debris left by summertime revelers.

Why it matters: Not only are these futuristic technologies highly effective in scouring the areas they patrol, they're also eye-catching novelties that focus public attention on the growing problem of plastic waste, particularly in oceans.

They're likely to become more common sights — but for now, they tend to be very expensive, limiting their deployment.

Driving the news: In early experiments, a new generation of high-tech cleaning devices has been deployed to cull plastic, cigarette butts, cotton swabs and other trash from the Great Lakes, Lake Tahoe and select Florida beaches.

Running on solar or electric power, the emissions-free devices offer a newfangled alternative to the old-fashioned community trash cleanup.

Some target larger bits of debris, while others are able to remove dangerous microplastics from the water.

"The number of technologies coming into market has really expanded considerably," said Melissa De Young, director of policy and programs at Pollution Probe, an environmental nonprofit. "And that's thanks to the attention that plastic pollution has had in the media and from government initiatives."

The Great Lakes are at the vanguard of experimentation. Thanks to private donations, government grants and gifts like $1 million from Meijer supermarkets, a flotilla of cutting-edge contraptions has been deployed:

The latest are the BeBot, a $55,000 beach-sifting robot that collects the waste buried in a defined area, and the PixieDrone, a $33,000 floating Roomba that works autonomously or by remote control.

Also in use are the Seabin (a floating trash bin for marinas), the LittaTrap (a catch basin that sits inside a storm drain) and the Gutter Bin stormwater filtration system — devices that cost between $700 and $10,000 each, said Mark Fisher, president and CEO of the Council of the Great Lakes Region.

Beach cleanup data shows that nearly 80% of the material washing up on the Great Lakes is plastic, Fisher said.

"We certainly want to try and test out other technologies that might be out there," Fisher tells Axios.

"Each in their own right are very effective, but we also know that these technologies are not going to solve the larger problem, which is how do we forge a future without waste?" 

Where it stands: The Great Lakes Plastic Cleanup, launched in 2020 by Pollution Probe and the Council of the Great Lakes Region, is focused both on cleanup technology and raising awareness of the plastic waste problem.

Highly visible cleaning gadgets "are important for having those critical conversations with coastal communities and policymakers," Fisher said.

When people see devices like the BeBot in action, it sparks their curiosity and gets them concerned about the issue — children in particular, De Young said.

What they're saying: "When our partners use our technologies, straightaway they have people coming to them asking about how it works," said Gautier Peers of Searial Cleaners, a French company that makes the BeBot and the PixieDrone.

"It's a great way for them to educate and inform families, especially kids, about the plastic pollution crisis," he said. "It convinces them to change their consumption habits as far as plastic is concerned."

The BeBot has been used to clean beaches in South Lake Tahoe and all around Florida, raising awareness in those areas.

Searial Cleaners also makes the Collec'Thor, a trash-trapping waste bin that sits at the water's edge, and InvisiBubble, a bubble curtain that captures small waste particles.

What's next: Peers acknowledges that the high cost of Searial's devices is a limiting factor, but says growing attention to beach and ocean pollution is helping galvanize governments, nonprofits, corporations and individuals.

The International Trash Trap Network is encouraging people to use an app called Clean Swell, which lets them track litter they pick up from the beach.

Next spring, expect devices like the BeBot (and Mr. Trash Wheel and the Bubble Barrier) to be a growing presence.

Beach cleanup goes high-tech

Plastic-munching drones and robots are starting to ply beaches and waterways.

The BeBot, left, is a beach-cleaning robot; the Pixie Drone, right, works on waterways.

The BeBot, left, sifts through sand to remove plastic waste and other debris. The PixieDrone, right, is a sort of Roomba for floating waste. Photos courtesy of Searial Cleaners

Plastic

Energy & Environment

Data: Fronstin, et al., 2022, "Use of Health Care Services for Mental Health Disorders and Spending Trends"; Chart: Axios Visuals

While older people represent the lion's share of overall health care costs, people under 25 are propelling a slow and steady rise in mental health and addiction spending, according to a report by the Employee Benefit Research Institute (EBRI).

Why it matters: Employers face an increasingly tough balancing act: They know robust mental health benefits are critical to attracting and retaining top talent but chafe at the rising expense of offering those benefits — particularly as more people use them.

Driving the news: EBRI's seven-year survey of employer-sponsored health plans found that spending on mental health and addiction has been rising, from 6.8% of total costs in 2013 to 8.2% in 2020.

People under 25 are driving the trend: While they make up 36% of the population, they accounted for 42% of spending on mental health and substance abuse treatment in 2020, vs. only 20% of overall health care spending.

By contrast, people ages 55-64 accounted for 27% of overall health care spending but only 11% of mental health expenditures.

Employers and workers spent $77 billion on mental health disorders in 2020 — a number that's likely been rising since.

By the numbers: About 1 in 5 adults and 1 in 6 youths experience mental illness each year, and these rates have been rising, EBRI said.

More than 20 million Americans have a substance use problem.

In 2020, 18.5% of people under 65 with employment-based health coverage were diagnosed with a mental health disorder, up from 14.2% in 2013.

Also in 2020, 16% of covered employees used outpatient mental health services, up from 12% in 2013.

Children are emerging as the biggest mental health consumers: People under 18 are "far and away using mental health and substance abuse spending more," said Paul Fronstin, director of health benefits research at EBRI, a nonpartisan nonprofit organization.

In March, the American Academy of Pediatrics declared the mental health crisis among children a national emergency.

Yes, but: The EBRI results don't include all the pandemic-related figures — the 2021 numbers won't be out until year-end, and the 2020 results don't fully reflect the groundswell of demand that emerged during lockdowns and layoffs.

A shortage of counselors and online treatment options may have artificially tamped down mental health spending — particularly early in the COVID-19 crisis.

"We're missing some things in the data because people couldn’t get care," Fronstin tells Axios. "People were afraid of telemedicine; maybe they were afraid to go out to local drugstores to get medications. That may have had an impact on our numbers."

The big picture: Mental health has emerged emphatically as a top workplace concern, spurred by the expectations and demands of younger workers — who don't have the same hang-ups about stigma as their parents did. 

The priority has caught many CEOs by surprise — and prompted them to reexamine their messaging and benefits packages.

So far, employers are "doubling down on mental health benefits, despite the cost," Fronstin said.

They know what's at stake: If they don't provide muscular treatment options, "it'll affect the health of the workforce and how productive they are," he added. 

What they're saying: "The talent wars are driving executive thinking on mental health," said Phillip Schermer, founder and CEO of Project Healthy Minds, a new nonprofit that's developing a playbook for corporate America about employee emotional wellness. 

"We have one of the tightest labor markets in our lifetime," he said. "One trend that has been loud and clear from employees is that mental health needs to be on the agenda for business."

It's not just white collar jobs. "We've heard from leaders of retail businesses as well that mental health is a top priority for workers," Schermer said.

Between the lines: Younger people aren't necessarily more anxious and depressed than older ones — they're just more comfortable seeking out help, Schermer said.

A survey of millennials and Gen Z by Project Healthy Minds found that 2 in 3 consider their mental health when choosing an employer.

60% want their employer to better prioritize mental health in the workplace.

77% would leave a job if it was negatively affecting their mental health.

What's next: Oct. 10 is World Mental Health Day, which marks its 30th anniversary this year.

Young people are driving a rise in mental health spending

People under 25 are propelling a slow but steady rise in mental health and addiction spending.

Mental health

While older people represent the lion&#x27;s share of overall health care costs, people under 25 are propelling a slow and steady rise in mental health and addiction spending, according to a <a class="gtmContentClick" data-vars-link-text="report" data-vars-click-url="https://www.ebri.org/docs/default-source/ebri-issue-brief/ebri_ib_569_mentalhealth-8sept22.pdf?sfvrsn=12bb382f_4" data-vars-item="in_content_link" href="https://www.ebri.org/docs/default-source/ebri-issue-brief/ebri_ib_569_mentalhealth-8sept22.pdf?sfvrsn=12bb382f_4" target="_blank">report</a> by the Employee Benefit Research Institute (EBRI).Why it matters: Employers face an increasingly tough balancing act: They know robust mental health benefits are <a class="gtmContentClick" data-vars-link-text="critical" data-vars-click-url="https://www.axios.com/2021/08/16/mental-health-is-the-next-big-workplace-issue" data-vars-item="in_content_link" href="https://www.axios.com/2021/08/16/mental-health-is-the-next-big-workplace-issue" target="_self">critical</a> to attracting and retaining top talent but chafe at the rising expense of offering those benefits — particularly as more people use them.

The U.S. faces a range of health care flashpoints — unaffordable drugs, opioids, vaping — as we debate whether to adopt universal care. For now, the Affordable Care Act is the law of the land, but Republicans want to issue it a final death blow.

Health

President Biden has made the COVID-19 crisis and a post-Trump return to national unity and traditional democratic ideals his top priorities. From vaccinations to stimulus to schools, Biden is seeking bipartisan compromise while showing a willingness to use executive authority and bare Democratic majorities in the U.S. House and Senate to implement his policies. Republican leaders are navigating deep party divisions over if and how to move beyond former President Trump.

Politics & Policy

Reproduced from AASA; Note: Respondents could select multiple options; Chart: Axios Visuals

Two-thirds of U.S. public school superintendents say overall vacancies — including teachers and non-instructional staffers — are higher this year than last, a survey by AASA, The School Superintendents Association, found.

About 15% report a lot more openings, saying vacancy rates are 11%-30% higher than last year.

And 85% of superintendents in the AASA survey say they don't have enough applicants.

Why it matters: COVID-19 has accelerated a relentless national teacher shortage that has school districts taking desperate measures to fill classrooms even as students play catch-up from pandemic-era learning deficits.

Des Moines is offering $50,000 pay incentives to teachers; states like Florida and Arizona are waiving degree and experience requirements.

The big picture: A slow leak of teachers from the nation's public schools was starting to reach crisis proportions before the pandemic, and COVID-19 made things worse.

A seminal 2019 report by the Economic Policy Institute called the teacher shortage "real, large and growing, and worse than we thought." It found that high-poverty schools suffer the most from the shortage of credentialed teachers.

When the pandemic struck in 2020, teachers' jobs got harder — and more danger0us — as students' needs grew and parents and communities started demanding more from them.

"Burnout and the desire for better pay" are the top reasons teachers leave, Noelle Ellerson Ng of the AASA tells Axios.

The AASA survey, released Monday, found that the pandemic did "magnify the teacher shortage, amplify the inequities of vacancies, and force the nation to really look at what we expect of educators in the context of the important work they do."

The superintendents' group called the problem "complex," with "multiple factors driving educators away from the field, including relatively low pay, poor working environments, uneven or absent opportunities for professional growth, and the weak prestige of teaching."

By the numbers: Of the more than 900 superintendents surveyed from August 8-24, the vast majority — 78% — said the vacancy rate on their teaching staff was 0-5%.

14% reported a teacher vacancy rate of 6%-10%

4.7% said the rate was 11%-15%, and 1.4% said it was 16%-20%.

While most of the superintendents reported more vacancies than last year, some did not: 24% said their vacancy rate was unchanged or comparable, while 9% said it was lower than last year.

The AASA did not ask about earlier years, nor did it have comparable survey data.

Be smart: Those nationwide numbers don't necessarily scream "major shortage," but for individual districts having trouble finding staff, this is a real crisis.

Of note: Schools have been expanding their staffs to meet the heightened needs of students for mental health counseling and extra help with classwork — that's why the AASA survey asked about vacancy percentages rather than absolute numbers.

The Biden administration has encouraged schools to use pandemic relief funds to create new positions, increase pay and take advantage of expanding teacher apprenticeship programs. 

Yes, but: Pandemic funding comes with time limits, and "school districts have to think about what it means when those dollars dry up," Ellerson Ng said. 

"Are they going to be able to continue to provide those services?" she said. 

Parents, she added, aren't going to understand when a district tells them that all the elementary school therapists had to be cut.

The bottom line: "We need to build a better pipeline of educators," said Daniel Domenech, executive director, AASA, in a press release. "The exodus of education leaders is alarming and will have long-lasting effects." 

Quantifying an "alarming" teacher shortage

10% of teaching positions were unfilled in the majority of school districts at the start of this year.

Teachers

Two-thirds of U.S. public school superintendents say overall vacancies — including teachers and non-instructional staffers — are higher this year than last, a <a class="gtmContentClick" data-vars-link-text="survey" data-vars-click-url="https://aasa.org/uploadedFiles/Educator_Shortage_Survey_2022_FINAL.pdf" data-vars-item="in_content_link" href="https://aasa.org/uploadedFiles/Educator_Shortage_Survey_2022_FINAL.pdf" target="_blank">survey</a> by AASA, The School Superintendents Association, found.<ul><li>About 15% report a lot more openings, saying vacancy rates are 11%-30% higher than last year.</li></ul>

As the pandemic winds down and people try to quit the drinking habits that may have crept up on them, the "soberversary" is emerging as a new holiday-esque milestone — complete with greeting cards, cheekily-worded coffee mugs and a growing social media presence.

Why it matters: Getting sober and staying sober are significant achievements that too many people feel compelled to hide because of the ongoing stigma of alcohol addiction. 

The concept of a "sober birthday" or sobriety anniversary is nearly as old as the 12-step meeting, but the popularization of a catchy neologism — soberversary — is a meaningful cultural watershed.

It lends dignity and respect to those in recovery, helps people open up about their struggles, and encourages sufferers to seek help.

"My soberversary is more important to me than my birthday," said Carly Benson, a 41-year-old recovery coach from Naples, Florida, who stopped drinking on Aug. 17, 2008, and marks the date annually with splurges like a trip to Greece. 

Driving the news: Younger people accustomed to living their lives out loud are shedding the "anonymity" precept of Alcoholics Anonymous and posting proud pictures of their "soberversary" celebrations — and older people are joining in as well.

On Instagram, Twitter and other platforms, people hold up signs or balloons marking how many years they've been sober — or even tattoos of their quit dates — using the hashtag #soberversary. 

Soberversary "merch" on sites like Amazon and Etsy includes solemn gifts (recovery journals and bracelets with inspirational sayings) and comical ones (sweatshirts and mugs with slogans like "sober AF").

"It's inspiring" to see posts from other people celebrating their 40-year soberversary and other notable numbers, said Seamus Kirst, a 32-year-old writer in Brooklyn who's been sober for 10 years. 

"I do think it kind of normalizes sobriety and talking about addiction," Kirst tells Axios. "It makes people feel less alone when there are these public celebrations of sobriety, to show how common it is."

Celebrities are lending momentum: Supermodel Chrissy Teigen marked her first soberversary in July with a lengthy Instagram post.

"Not a drop of alcohol in 365 days!" she said. "I miss feeling loopy and carefree sometimes, but to be honest toward the end, it didn’t give that fun feeling anymore anyhow."

An episode of "Jersey Shore" involved the return of castmate Snooki to observe the soberversary of Mike "The Situation" Sorrentino.

Backstory: AA has a system of chips, key tags and medallions awarded to people in honor of various sobriety milestones, a tradition it traces back to the fellowship's earliest days.

Clarence Snyder — who founded the third AA group, in Cleveland in 1939 —  "had his last drink on February 11, 1938, and he carried a medallion made from a silver dollar and a watch fob up until just before his death on March 22, 1984," according to a 12-step website called Big Book Sponsorship.

That tradition continues today, with a modern twist: Groups like the Sober Girl Society (founded in 2018) sell a variety of soberversary pins and jewelry in bubblegum pink. 

And soberversaries have emerged as a cause for poignant — if not public — celebration. "These commemorative events can mark sobriety of 100 days, 300 days, a year or any time period that is relevant to you and your life," according to Sober Living America, which runs addiction recovery programs.

"Some people prefer to spend their soberversaries alone in quiet reflection, while others prefer to celebrate with a trip to a new destination or through a celebration with family and friends," Sober Living America observes.

Online women's magazine Bustle published tips on how to observe your soberversary. (Suggestions include learning to meditate and hanging with friends.)

Benson, the sobriety coach who offers quit-drinking courses on her site MiraclesAreBrewing.com, went kiteboarding in the Dominican Republic after her first year of sobriety.

"My one-year soberversary was a turning point, when I was like, 'You know what? I don't want to go back. I like this life better,'" she told Axios.

The bottom line: A soberversary is a distinctly modern type of celebration, one that connotes a sort of gravid joy that can only hint at the struggles and anguish preceding it.

"This is a good counterbalance" to all the bad news about drug and alcohol abuse, Kirst said. "On the one hand, you're seeing how dangerous certain substances are and the dark side of addiction, but then you're also getting messaging about people who have overcome."

Now trending: "Soberversaries"

"Soberversaries" are helping people shed the stigma of addiction recovery.

Illustration of letter balloons spelling out "SOBERVERSARY."

addiction

As the pandemic <a class="gtmContentClick" data-vars-link-text="winds down" data-vars-click-url="https://www.axios.com/2022/09/14/who-covid-pandemic-ends" data-vars-content-id="caf9b9b5-6902-4879-85ca-0d9441c530ce" data-vars-headline="Now trending: &quot;Soberversaries&quot;" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2022/09/14/who-covid-pandemic-ends" target="_self">winds down</a> and people try to quit the <a class="gtmContentClick" data-vars-link-text="drinking habits" data-vars-click-url="https://www.axios.com/2021/07/07/americans-drinking-alcohol-pandemic" data-vars-content-id="caf9b9b5-6902-4879-85ca-0d9441c530ce" data-vars-headline="Now trending: &quot;Soberversaries&quot;" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2021/07/07/americans-drinking-alcohol-pandemic" target="_self">drinking habits</a> that may have crept up on them, the &quot;soberversary&quot; is emerging as a new holiday-esque milestone — complete with <a class="gtmContentClick" data-vars-link-text="greeting cards" data-vars-click-url="https://www.etsy.com/market/soberversary?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=Search_US_DSA_GGL_ENG_General-Nonbrand_Catch-All_New&amp;utm_ag=US_DSA-General&amp;utm_custom1=_k_Cj0KCQjw94WZBhDtARIsAKxWG-9D0M3uv-Ksa4v49MJ_-TF_QGwiHOnGpsYga7fL3eVM-C32XvL7qfgaAnbnEALw_wcB_k_&amp;utm_content=go_13830723579_124027385945_544453574788_dsa-19959388920_c_&amp;utm_custom2=13830723579&amp;gclid=Cj0KCQjw94WZBhDtARIsAKxWG-9D0M3uv-Ksa4v49MJ_-TF_QGwiHOnGpsYga7fL3eVM-C32XvL7qfgaAnbnEALw_wcB" data-vars-content-id="caf9b9b5-6902-4879-85ca-0d9441c530ce" data-vars-headline="Now trending: &quot;Soberversaries&quot;" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.etsy.com/market/soberversary?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=Search_US_DSA_GGL_ENG_General-Nonbrand_Catch-All_New&amp;utm_ag=US_DSA-General&amp;utm_custom1=_k_Cj0KCQjw94WZBhDtARIsAKxWG-9D0M3uv-Ksa4v49MJ_-TF_QGwiHOnGpsYga7fL3eVM-C32XvL7qfgaAnbnEALw_wcB_k_&amp;utm_content=go_13830723579_124027385945_544453574788_dsa-19959388920_c_&amp;utm_custom2=13830723579&amp;gclid=Cj0KCQjw94WZBhDtARIsAKxWG-9D0M3uv-Ksa4v49MJ_-TF_QGwiHOnGpsYga7fL3eVM-C32XvL7qfgaAnbnEALw_wcB" target="_blank">greeting cards</a>, cheekily-worded <a class="gtmContentClick" data-vars-link-text="coffee mugs" data-vars-click-url="https://www.etsy.com/search?q=soberversary%20coffee%20mugs" data-vars-content-id="caf9b9b5-6902-4879-85ca-0d9441c530ce" data-vars-headline="Now trending: &quot;Soberversaries&quot;" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.etsy.com/search?q=soberversary%20coffee%20mugs" target="_blank">coffee mugs</a> and a growing social media presence.Why it matters: Getting sober and staying sober are significant achievements that too many people feel compelled to hide because of the ongoing stigma of alcohol addiction.

Not only has TikTok become the preferred search engine of young people, it has also become the main place kids go to discover the toys they want (and beg their parents for).

Why it matters: The places where "hot" toys catch on guide the whole advertising industry — and this season's hot holiday toys are heavily tied to apps, video games, and social media influencers.

Manufacturers are hastily shifting their marketing dollars from TV to TikTok, YouTube, and other places where influencers strut their stuff.

Driving the news: At a "hot" holiday toy preview event at New York City's Chelsea Piers this week, toy brands were talking up their products' social media cred and the licensing deals they had with influencers and video game franchises.

"It's one thing to have a show on the Disney Channel, Nickelodeon," said Joel Alicea, marketing director of Bonkers Toys. "The reality is, kids are watching YouTube, kids are on TikTok." 

All his company's toys — which include a line of Addison Rae dolls and figurines tied to the YouTube video gamer Aphmau  — are yoked to specific influencers.

A lot of toys had tie-ins to games kids play on Roblox and Nintendo Switch. 

For instance, each "Twilight Daycare" collectible baby doll comes with a code redeemable for goods on the super-popular Roblox game.

Case study: A shape-puzzle toy called Kanoodle has had an unexpected burst of popularity thanks to a math tutor who calls herself Miss Arlene and posts superfan videos on TikTok and Instagram (using a hashtag she coined: #kanoodlechallenge).

"This game is 16 years old and it’s had an amazing resurgence because of TikTok" — and Miss Arlene in particular, Educational Insights senior marketing manager Lee Parkhurst, told Axios. 

Videos by Miss Arlene — whose screen name is Silentmath — have inspired a product the company will introduce next year: Kanoodle Pyramid.

What they're saying: "My budget for TV this year is zero,” Canal Toys president and CEO Bill Uzell told Forbes in 2021. "Last year I only used influencers, and this year only influencers, and I don’t see myself going back."

Toy companies are scrambling to get hot on social media

TikTok has become the #1 place kids go to discover new toys.

Not only has <a class="gtmContentClick" data-vars-link-text="TikTok" data-vars-click-url="https://www.axios.com/2022/09/01/tiktok-outcast-big-tech-competition" data-vars-content-id="d8f57fe8-a53c-49fe-980e-17f18081a26a" data-vars-headline="Toy companies are scrambling to get hot on social media" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2022/09/01/tiktok-outcast-big-tech-competition" target="_self">TikTok</a> become the <a class="gtmContentClick" data-vars-link-text="preferred" data-vars-click-url="https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html" data-vars-content-id="d8f57fe8-a53c-49fe-980e-17f18081a26a" data-vars-headline="Toy companies are scrambling to get hot on social media" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html" target="_blank">preferred</a> search engine of young people, it has also become the main place kids go to discover the toys they want (and beg their parents for).Why it matters: The places where &quot;hot&quot; toys catch on guide the whole advertising industry — and this season&#x27;s <a class="gtmContentClick" data-vars-link-text="hot holiday toys" data-vars-click-url="https://www.thetoyinsider.com/2022-holiday-gift-guide/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=toynews" data-vars-content-id="d8f57fe8-a53c-49fe-980e-17f18081a26a" data-vars-headline="Toy companies are scrambling to get hot on social media" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.thetoyinsider.com/2022-holiday-gift-guide/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=toynews" target="_blank">hot holiday toys</a> are heavily tied to apps, video games, and social media influencers.

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Jennifer A. Kingson

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