Adults Fueling Toy Market More Than Children

Posted: Apr 11 2017, 3:03pm CDT | by , in Toys


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Adults Fueling Toy Market More Than Children
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According to the latest market research, the £300 million ‘kidult’ toy market is the fastest growing market overall. In 2016, one out of every eleven toys sold in Britain was purchased by an adult for themselves or another adult in their lives. The most popular toys that adults purchased were puzzles, games, building sets, and action figures.

The latest figures point to the fact that British adults over the age of 18 are growing the toy sector for themselves, buying up to 65% more toys since 2012 than ever before. In 2016 alone, the sector grew a staggering 12 percent.

Millenials themselves account for 50% of the spending among adults while Generation X-ers account for one-third and Boomers for 18 percent.

“The trend for the not so young buying toys for themselves is a sign of our times,” said Frederique Tutt, global industry analyst, toys, NPD to Toy News. “It’s now normal in Britain to see adults playing games on their smartphones in public, and that’s true whether the adult is dressed in a hoodie or a suit. Recently, we have experienced a revival in the market for board games as families look to spend quality time together the old-fashioned way. The trend for people aged 18 and upwards buying toys for themselves is possibly a reaction against the stresses of our fast-paced lives. Toys are fun – and when you are having fun any stress you might be feeling goes away. It makes perfect sense.”

Puzzles and games account for 17% of sales, building sets for 16%, action figures for 16%, and vehicles for 11 percent.

While there isn't any one cause for the growth, many believe that collectibles and popular brands releasing toys like LEGO and Star Wars.

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The Author

<a href="/latest_stories/all/all/46" rel="author">Noel Diem</a>
Noel passion is to write about geek culture.




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