The Toy Retailers Association has begun its annual DreamToys run-in. Here’s our vintage collection of just a few of the sure fire sellers we should all look out for this coming Christmas season. This year, the selection reveals a notable trend: many of the featured toys appeal to multiple generations, reflecting a growing interest among “kidults,” or adults purchasing toys for themselves.
The DreamToys line up has an amazing variety of fun, inclusive products. Explore dolls based on Broadway smash and screen sensation “Wicked,” plus a cool interactive dinosaur toy which hatches from an egg—all for only £65. On the list is a game that dares players to use their tiny hands to feed themselves mini marshmallows. The average price of toys last December was £13.43, with the £10 -£20 price range accounting for more than half of the market.
During the COVID-19 pandemic, families across the UK sought respite from restrictions with help from their local toy industry. Therefore, sales in this sector skyrocketed as Americans were confined to their homes. Sales had been down since 2021 until this year, when the market turned with new energy. Toy sales just recently skyrocketed by 6% in the last year through September. This spike is illustrative of an increasing demand from this time last year. Consumer spending in the UK toy trade has come within shouting distance of £4 billion a year.
Perhaps the most surprising of these trends is the explosive growth of the kidult market, which has seen a compounding annual growth rate increase. There has been a growing trend of adults buying themselves toys. This increasingly popular trend now accounts for one of every three toy purchases.
“The products that are doing really well at the moment, such as Lego and Pokemon, are the ones that have that cross-generational appeal,” said Melissa Symonds, UK toys director at Circana. So brands that have effectively engaged both kids and parents at the same time are achieving great results.
Symonds noted the challenges retailers face in appealing to both age groups: “It is a really difficult balance to hit, and some won’t be able to make it. Some will focus on just the pre-school market, and some on adults – but the real trick is getting the balance between the two age groups.”
As Yuletide draws near, the DreamToys series offers previews of the season’s hottest toys. Most notably though, it underscores a massive change in consumer behavior. Families want experiences that engage kids and grandparents alike. It is this demand that is opening up the perfectly legal, diverse, vibrant toy market.