Toy sales in the UK have experienced a notable increase for the first time since the pandemic, with a reported rise of 6% in the year leading up to September, according to research firm Circana. This growth has been attributed to various factors, including popular film releases, sports events like Formula 1, and the enduring appeal of established brands such as Lego. The market for “kidults,” or toys targeting those over 12 years old, now accounts for a third of toy sales, prompting manufacturers and retailers to create products that appeal to both children and adults.
Melissa Symonds, UK toys director at Circana, highlighted that successful products tend to have cross-generational appeal, balancing the interests of both younger and older consumers. While many companies focus on either the preschool market or adult collectors, finding the middle ground is crucial for broader success. Previous increases in toy sales occurred during the COVID-19 lockdowns, but the sector had seen a decline since 2021 until this recent uptick.
The Toy Retailers Association has introduced the latest edition of its annual DreamToys series, which forecasts potential best-sellers for the upcoming Christmas season. The selection includes items designed to attract various age groups, such as a more sophisticated Hot Wheels F1 racing circuit tailored for older collectors. Nostalgia also plays a role, as many parents seek to share experiences from their own childhoods, such as collecting Pokemon cards, with their children.
The product lineup includes an interactive dinosaur figurine priced at £65, dolls from popular stage adaptations, and games that emphasize physical engagement without digital elements. Given ongoing concerns about the cost of living, price sensitivity remains a significant factor for parents, with the average toy price last December reported at £13.43. Overall, the UK toy market has reached nearly £4 billion in annual sales.
Source: https://www.bbc.com/news/articles/cd04md5rx1no?at_medium=RSS&at_campaign=rss