For the first time ever, adults purchased more toys for themselves in this last quarter than any other age group, even exceeding the traditionally strong preschooler sector.
According to a new analysis from market research firm Circana, consumers who are 18 years of age and above spent $1.5 billion on toys during the January through April period, surpassing the three-to five-year-old demographic as the most significant age group for the toy sector.
The study found that up to 43% of adults bought a toy for themselves in the previous year, with the main motivations being collecting, socializing, and personal enjoyment. Among the most sought-after toy goods are sports toys, Lego sets, trading cards, and Squishmallows.
According to Juli Lennett, vice president and toy industry adviser at Circana, “tailwinds, like the growing adult toy market and spending power of higher income households and grandparents, drive positive trends.” Headwinds like as mounting family debt, sluggish GDP growth, and volatile consumer confidence, however, point to possible difficulties.
The trend started with the pandemic-induced lockdown, according James Zahn, Editor in Chief of “The Toy Book”. “During the pandemic, when people were flush with cash and had time to spend at home whether with their families or alone, they wanted to reconnect with the toys that made them happy as kids,” he explained in an interview with CNN.
According to Zahn, “the no. 1 item is the Hasbro X-Men 97 Marvel Legends action figure collection, which is based on an animated series aimed towards an adult audience.”
Hasbro’s Clone Caption Rex role play helmet from Star Wars The Black Series – a $130 collectible that resembles a movie prop – is the second most talked-about new product of the time.
