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Toy sales have experienced a surge in popularity, marking the first increase since the pandemic began. Analysts have reported a 6% rise in sales in the year leading up to September compared to the previous year. Factors contributing to this growth include the release of films like Stitch, the presence of sports such as Formula 1, as well as the enduring appeal of brands like Lego.
One key demographic driving this increase in toy sales is the group known as “kidults,” who are responsible for a significant portion of purchases. Manufacturers and sellers are capitalizing on this trend by offering products that cater to both children and adults, aiming to strike a balance that appeals to different generations’ desires for both play and collection. Melissa Symonds, UK toys director at Circana, emphasized the importance of products like Lego and Pokemon that have broad, cross-generational appeal.
While the toy and games industry experienced a boost during the pandemic due to increased time spent at home by families, sales had declined in recent years until the current upturn. The market for “kidult” toys and games, specifically intended for ages 12 and above, has seen significant growth, particularly as adults increasingly purchase toys for themselves. The Toy Retailers Association has even launched its annual DreamToys series to showcase anticipated top sellers for the Christmas season.
Part of the appeal of these toys lies in nostalgia, with products like Hot Wheels F1 racing circuit catering to older collectors who appreciate the accuracy of details such as car liveries. Manufacturers are also capitalizing on parents who collected toys like Pokemon cards in their youth, now seeking to introduce similar experiences to their own children. Amid the challenges of the current world, toys are offering a source of lighthearted relief to both young and old consumers alike. The industry is navigating a fine line between traditional physical play and online engagement, with some toys encouraging social media sharing while maintaining an analogue, battery-free experience.
Price remains a key consideration for parents, many of whom are facing financial constraints. The average price of a toy in December was reported to be £13.43 last year, with the £10 to £20 price range dominating the sector. Despite these challenges, overall annual sales in the UK toy market have reached nearly £4 billion, underscoring the enduring appeal and importance of toys in the lives of consumers
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