Why Adults are Turning to Toys for Nostalgia and Mental Well-being Amid Global Uncertainty
The UK toy market is facing challenges with a third consecutive year of declining sales, driven by tightened family budgets, a lower birth rate, and fewer blockbuster films inspiring new toy lines. However, one surprising trend has softened the impact of this downturn: the growing number of adults, dubbed “kidults,” purchasing toys for themselves. Toy industry group Circana reports that one in five toys is now bought by over-18s who find nostalgia in these products and a mental health boost through the escape they provide.
Kidults and the Mental Health Benefits of Nostalgic Toys
Circana’s executive director of UK toys, Melissa Symonds, notes that toys like LEGO sets and collectibles are popular among adults for their “positive mental health benefits.” Many adults purchase toys as a means of coping with global turmoil and daily stressors. Reconnecting with favorite toys from childhood can spark feelings of comfort and familiarity, offering a therapeutic escape in times of uncertainty.
Christmas Trends: Top Toy Picks and Budget-Friendly Options
The Toy Retailers' Association recently released its DreamToys list of 20 products expected to sell well this Christmas, with many appealing to both children and adults. Among them are nostalgic favorites like Hot Wheels cars and LEGO’s McLaren F1 car set, the latter of which particularly targets an older audience. The interactive pet toys segment has also seen a boost in popularity, featuring toys that mimic the actions of real animals, responding to touch and even “talking” back.
With many families feeling the pinch, the price range of this year's top toys has been intentionally moderated, spanning from £9.99 to £89.99. Circana reports that the average price of a toy last Christmas was £12.95, making these products accessible for different budgets.
Challenges Ahead for the UK Toy Industry
Despite a bump in sales during the COVID-19 lockdowns, UK toy sales have seen a consistent decline since 2021. As the industry enters the festive shopping period, Black Friday sales and last-minute Christmas shopping are likely to play a key role in shaping the year’s overall figures. Christmas Day falls on a Wednesday this year, which retailers believe will provide them with a strategic advantage, with last-minute shopping likely to peak.
Toy retailers face growing challenges with rising costs, particularly from the increase in employer National Insurance contributions set out in the recent budget. As a result, some retailers may need to adjust prices or promotional strategies to meet these new expenses.
The Enduring Appeal of Nostalgia and Connection
The rise in adults purchasing toys for themselves highlights the timeless power of play. This “kidult” trend isn’t just a reaction to modern stresses; it also signals the enduring emotional connection many people feel with their favorite childhood toys. With economic pressures impacting families, budget-friendly toys and nostalgic favorites are well-positioned to bring comfort and joy to shoppers of all ages this Christmas season.