By Ada Lai / [email protected] / 14 September 2022
There’s a new trend in the toy industry, according to the toy retailer Toys R Us. Children’s toys are growing in popularity as young people seek solace in childhood toys during difficult times of the pandemic and inflation.
According to Toyworld magazine, about a quarter of all toy sales in the past year were made by 19 – to 29-year-olds, and half of all Legos sold were bought by adults.
Toys have been a high-demand category, with global sales reaching nearly $104 billion in 2021, up 8.5 percent year-on-year. According to NPD’s Global Toy Market Report, the children’s toy industry has grown 19% over the past four years, with games and puzzles being one of the fastest-growing categories in 2021.
“This year is shaping up to be another bumper year for the industry as the traditional toy market rebounds,” said Catherine Jacoby, Toys R Us marketing manager. Nostalgia is on the rise, and traditional toys are making a comeback
Jacoby explains that recent data show that there is a lot of new demand in the children’s toy market, especially the rise of nostalgia trends. This presents an opportunity for toy retailers to expand their existing product ranges.
Jacoby also noted that nostalgia is not the only factor driving sales of traditional children’s toys, that social media has made it easier for adults to find toys, and that buying children’s toys is no longer an embarrassment for adults.
On which children’s toys are most popular, Jacoby said the Sixties and Seventies saw the rise of toys with wind-up features, and brands like StretchArmstrong, HotWheels, PezCandy and StarWars are making a comeback.
In the 1980s, more technology was introduced into toys, including electric motion, light and sound motion technology, and the launch of Nintendo greatly impacted the toy market. Now, Jacoby says, these toys are seeing a resurgence.
The 90s saw a rise in interest in high-tech toys and action figures, and now brands like Tamagotchi, Pokemon, 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. Jacoby said he can expect to see more toys co-branded with movies between 2022 and 2023.
Post time: Sep-20-2022
