Toy Sales Shift as Kidults Buy Childhood Classics to Escape Daily Stress, Industry Data Shows”
Toy Sales Shift as Kidults Buy Childhood: As family budgets tighten, the UK toy industry is witnessing a significant shift: adults, or “kidults,” are increasingly purchasing childhood-favorite toys like Lego and collectibles to find comfort and nostalgia in challenging times. According to research by the toy industry group Circana, one in five toys sold in the past year was bought by an adult for personal enjoyment, rather than for children. These purchases offer “positive mental health benefits,” sparking memories and a sense of escapism, explains Melissa Symonds, executive director of UK toys at Circana.
Though overall toy sales have declined for the third year in a row, dropping 3% in value over the past year, toys like Hot Wheels cars, Paw Patrol bulldozers, and even a McLaren F1 Lego set are expected to be among this Christmas’s biggest hits. Some toys, like interactive animal dolls that mimic sounds and actions, target multiple age groups by appealing to nostalgia and the joy of interactive play. While traditional toy themes like cars and planes still dominate, interactive pets have surged to the second most popular category.
The Toy Retailers Association has unveiled its annual DreamToys list for the holiday season, with toy prices this year ranging from £9.99 to £89.99—a notable shift to accommodate family budgets stretched by the cost of living. The toy industry, valued at £3.4 billion over the past year, is now in its critical sales period, aligning with Black Friday promotions to boost both in-store and online shopping.
While toy sales soared during the COVID-19 lockdowns, the industry has seen a gradual dip since 2021, with current sales slightly below 2019 levels. The average price of a toy last December was £12.95, yet spending on toys for children up to age 10 was often six times that during the festive season. Retailers are gearing up for a busy season, with Christmas Day falling on a Wednesday, which is expected to help drive foot traffic as families prepare for the holiday.
