Nostalgia Shopping: Why Adults Are Buying Childhood Toys to Escape Global Turmoil
In a time of rising economic pressures and persistent global unrest, the UK toy market has experienced a surprising trend: adults, often termed “kidults,” are buying toys for themselves to reconnect with simpler, joyful memories of childhood. As traditional toy sales continue to decline, driven by fewer big film franchises and rising family expenses, adult purchases have surged, bringing new life to the industry.
Toy Sales Decline, But Kidults Spark Renewed Demand
For the third consecutive year, UK toy sales have seen a decrease, with the market value dropping by 3% compared to the previous year. Economic factors such as the rising cost of living, coupled with a falling birth rate, have placed strain on family budgets and led to a reduction in toy purchases for children. However, adults have emerged as a new and enthusiastic customer base for toys, accounting for one in five of all toy and game purchases.
This adult-driven demand is reshaping the toy market, with well-loved brands like Lego and collectibles finding their way into the homes of older buyers. According to the research group Circana, many of these adults are seeking toys for their “positive mental health benefits” as a form of escapism. “Kidults” are choosing toys that evoke childhood memories and offer a sense of comfort, providing a creative outlet to relieve stress and find relaxation amidst global challenges.
Cars and Planes Continue to Captivate, With a Twist
The Toy Retailers Association has recently released its DreamToys list for 2024, predicting the season’s top 20 bestsellers. This list, created by a panel of experts and retailers, includes classics such as Hot Wheels cars and Paw Patrol figures but also caters to a wide range of age groups, from children to adults. Notably, the McLaren F1 Lego set is anticipated to appeal particularly to adult enthusiasts of the Lego brand.
The DreamToys list reflects a balance between affordability and appeal. With the price range spanning from £9.99 to £89.99, the list aims to attract a diverse customer base, while catering to the increasing demand for interactive toys. These toys, often resembling pets or dolls, feature advanced features that respond to touch and speech, capturing the imagination of both children and adults alike.
The Key Christmas Season: Can Toy Sales Rebound?
With Christmas just weeks away, the toy industry is entering its most critical sales period. The UK toy industry, valued at £3.4 billion as of September, relies heavily on holiday purchases, especially as families prepare for Black Friday and other seasonal shopping events. Many retailers are focusing on drawing customers back to physical stores, complementing the convenience of online shopping with a hands-on experience for selecting holiday gifts.
For the industry, a mid-week Christmas is an advantage, as it extends the holiday shopping window and may encourage last-minute purchases. However, the Toy Retailers Association has voiced concerns about continued financial pressures on retailers due to rising operating costs and recent employer National Insurance hikes. These added expenses could have long-term effects on toy pricing and availability, even as the industry strives to remain resilient.
In recent years, toy sales enjoyed a pandemic-era boost, with families turning to toys and games for home entertainment during lockdowns. However, sales have dropped since 2021, currently sitting just below pre-pandemic levels. The average price of a toy in December last year was £12.95, yet families often allocate far more for children under ten during the Christmas season.