‘Adults buying kids toys to escape global turmoil’, sales data suggests

Published On Nov 12, 2024, 7:00 PM

The toy industry in the UK is facing challenges with a 3% decline in sales over the past year due to falling birth rates and economic pressures impacting family budgets. However, there is a notable increase in adults purchasing toys, particularly collectible items and LEGO, as a means of escapism and for mental health benefits. The Toy Retailers' Association anticipates sales will be boosted this Christmas, with a selection of toys appealing to both children and adults, highlighting an introduction of more affordable products. Despite these changes, the overall toy sales remain just below pre-pandemic levels, indicating a tougher market landscape.

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Given the ongoing interest from adults in buying nostalgic toys, and the holiday season approaching which typically boosts sales, companies that produce popular brands for adults, such as LEGO, may see positive performance. However, the economic pressures on families may limit the overall market recovery for toy companies focused on children. Additionally, the emphasis on affordability suggests that retailers could benefit from a stronger focus on budget-friendly options.

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