What's Happening?
Toy sales in the UK have increased for the first time since the pandemic, driven by brands targeting both children and adults. According to Circana, a research company, sales rose by 6% in the year to September compared to the previous year. Popular brands like
Lego and Pokémon are contributing to this growth, appealing to 'kidults'—adults who purchase toys for themselves. The Toy Retailers Association has released its annual DreamToys list, highlighting products expected to be popular this Christmas, including items that appeal to multiple generations. The average toy price last December was £13.43, with the £10 to £20 range being the most dominant.
Why It's Important?
The resurgence in toy sales highlights a shift in consumer behavior, where adults are increasingly purchasing toys for personal enjoyment, not just for children. This trend reflects a broader cultural movement towards nostalgia and cross-generational appeal, which can impact marketing strategies and product development in the toy industry. As brands successfully tap into this market, they can potentially increase revenue and expand their customer base. However, the cost of living remains a concern for many parents, influencing purchasing decisions and the types of toys that become popular.
