In the past year, about a quarter of toy sales came from 19 to 29 year olds and half of the Lego blocks sold were purchased by adults, according to Toy World magazine.
Toys have been a high-demand category, with global sales reaching nearly US$104 billion in 2021, up 8.5% year-on-year. According to NPD's Global Toy Market Report, the children's toy industry has grown by 19 per cent over the past four years, with games and puzzles being one of the fastest growing categories in 2021.
Toys R Us marketing manager Catherine Jacoby said, "With the traditional toy market bouncing back, this is set to be another bumper year for the industry."”
Traditional Toys Make Comes Back with the Rise of Nostalgia
Jacoby explains that recent figures show that there is a lot of new demand in the children's toy market, especially with the rise of the nostalgia trend. This presents an opportunity for toy retailers to expand their existing product ranges.
Jacoby also points out that nostalgia is not the only factor driving sales of traditional children's toys; social media has made it easier for adults to find toys and it is no longer awkward for adults to buy children's toys.
When it comes to which children's toys are the most popular, Jacoby says the sixties and seventies saw the rise of toys with wind-up functions, and brands like StretchArmstrong, HotWheels, PezCandy and StarWars were coming back into vogue.
By the eighties, more technology was introduced into toys, including electric movement, light and sound action technology, and the launch of the Nintendo revolutionised the toy market, which Jacoby says is now seeing a resurgence.
The nineties saw a rise in interest in high-tech toys and action figures, and now brands like Tamagotchi, Pokémon, PollyPocket, Barbie, HotWheels and PowerRangers are making a comeback.
In addition, action figures associated with popular 80s TV shows and movies have become popular IPs for children's toys today, and Jacoby says you can expect to see more movie tie-in toys during 2022 and 2023.
Post time: Oct-31-2022
