Toy sales have experienced a decline for the third consecutive year, primarily due to financial constraints facing families. However, a growing trend indicates that adults are purchasing nostalgic toys as a means of coping with stress and seeking escapism. According to research from the toy industry group Circana, the overall value of toy sales has decreased by 3% compared to last year, attributed to factors such as a declining birth rate and rising living costs.
The report highlights that kidults, or adults purchasing toys for themselves, now account for one in five toy and game sales. This shift suggests that toys like Lego and collectibles are being embraced for their ability to evoke positive memories and provide a mental health boost during difficult times.
As the holiday season approaches, the Toy Retailers' Association has released its annual DreamToys list, showcasing 20 products expected to perform well this Christmas. This list is curated by a panel of industry experts and retailers, reflecting a range of offerings aimed at different age groups.
Among the familiar favorites like Hot Wheels cars and Paw Patrol toys, several new entries cater to both younger children and adults. For instance:
Circana’s data reveals that transport-themed toys remain popular, followed closely by interactive pets—dolls designed to engage users by responding to touch and repeating phrases.
With families tightening their budgets, the price range for the featured toys has been adjusted to between £9.99 and £89.99, making them more accessible amid economic pressures.
The UK toy industry reported sales of £3.4 billion in the year leading up to September, but it now faces challenges as it enters the critical holiday shopping period. Retailers are gearing up for events like Black Friday while promoting both physical store visits and online shopping ahead of Christmas Day—a Wednesday this year, which is traditionally advantageous for retailers.
Nonetheless, cost pressures loom large following announcements about increased National Insurance contributions from employers. Since a surge in sales during the pandemic lockdowns in 2020 and 2021, current sales figures remain just below pre-pandemic levels from 2019.
As families navigate these financial hurdles, there is hope that nostalgic purchases can bring joy during this festive season while also providing an escape from everyday challenges.
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