‘Part of the joy economy’: adult buyers add to bumper year for toy sales
There could be tug of war under the Christmas tree this year owing to the growing trend of adult toy collectors, a rundown of the season’s must-haves suggests.Singing Wicked 2 dolls, manga-themed Lego, a Pokémon game and a mini-fridge playset are among the items on the annual DreamToys selection that experts say are as likely to feature on the wishlists of adults as children.In recent years, the industry has been bolstered by the passions of “kidults” (buyers aged 12 and over) who spend their spare cash on expensive Lego sets and collectible figurines.This group is behind £1 in every £3 spent on toys in the UK.Almost half of adults (43%) have bought a toy for themselves or another adult this year – a figure that rises to 76% among gen Z (aged 18 to 28) shoppers, according to figures from the data company Circana.
After several difficult years, encouragingly, data from January to the end of June showed that toys for children grew 6%, the strongest performance in years.“It’s a double success story,” said Melissa Symonds, the UK toys director at Circana.“We’re seeing children rediscover the joy of play while adults are embracing it as a form of self-care, nostalgia and fandom.That combination is keeping the market vibrant and relevant.”Given the recent strong run, gift retailers were feeling optimistic about the all-important Christmas period but there is now concern that tax rises in the autumn budget could hit spending.
However, Symonds argued the toy market was different: “Toys don’t always follow the general economic trends because they are part of the joy economy.”Toys are also relatively affordable, she said.Last December, the average selling price for a toy was £13.43, with the £10-20 range accounting for a third of sales.Paul Reader, the chair of the DreamToys selection panel at the Toy Retailers Association, said it had been an “incredible” year for the sector.
“We are in seriously positive territory … and optimistic that the momentum is going to follow into Christmas.”“There is a strong sense that we are going to have less disposable income coming out of the budget,” he said, adding that the list could help consumers “make informed decisions about what we believe are the best toys this Christmas”.People were starting to think about how much they would spend and it was “too early” to tell what impact the budget would have.“The magic of Christmas is always going to be there and parents and grandparents all work hard to make sure it is enjoyable for the whole family,” said Reader.The cheapest toy on the DreamToys list is a £13 Dress to Impress doll spun out of the hit fashion game on Roblox.
The most expensive is a £120 Lego ship inspired by the Japanese anime series One Piece,With the highly anticipated sequel out next week, there is expected to be feverish demand for all things Wicked including the £35 singing Elphaba and Glinda dolls that make the list,Characters from film and TV loom large,There is a £30 interactive Evie Pig (baby sister to Peppa) and an £80 Stitch soft toy that has 100 sounds and reactions,One of the most unusual entries is the £20 Fill the Fridge playset.
However, it ticks two boxes: it taps into the viral “fridge restocking” trend as well as the popularity of collectibles that make up just over a fifth of all toys sold.Dress to Impress Mystery Model Dolls – £12.99Gui Gui Shimmer deluxe pack – £19.99Hot Wheels Racing F1 Grand Prix circuit – £79.99Human Controller – £34.
99Jurassic World Primal Hatch T-Rex – £64,99Marshmallow Madness – £19,99Fill the Fridge playset – £19,99Monster Jam Smash & Bash Grave Digger – £49,99Lego One Piece: the Going Merry Pirate Ship – £119.
99Peppa Pig Oinks & Snuggles Evie doll – £29,99Pokémon Trading Card: Mega Evolution Elite Trainer Box – £54,99Lego Speed Champions F1® racing cars – £22,99Sticki Rolls Sticki Rolluxe – £39,99Disney Ultimate Stitch interactive plush – £79.
99Wicked: For Good singing dolls – £34,99
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