(qlmbusinessnews.com . Wed 12th Nov, 2025) London, UK —
From Stitch to Lego: The Surprising Surge in Toy Sales Crossing Generational Lines
Toy Sales Experience a Surge as Brands Capture Both Young and Adult Imaginations
For the first time since the onslaught of the pandemic, the toy industry is witnessing a significant uplift in sales, propelled by a diverse appeal that transcends age groups, according to the latest insights from market research firm Circana.
In the year leading up to September, toy sales have seen a notable 6% increase compared to the preceding twelve months. The resurgence has been attributed to a surge in interest fueled by recent film releases, such as “Stitch,” the growing popularity of sports like Formula 1, and the enduring appeal of classic brands such as Lego.
A surprising revelation from the data is that a substantial one-third of toy purchases are attributed to “kidults,” a demographic of older enthusiasts who find joy in the nostalgia and collection of toys. Manufacturers and retailers are consequently fine-tuning their offerings to cater to this wide-ranging market, ensuring their products possess a multi-generational allure.
“The standout products at the moment, for instance, Lego and Pokemon, are those that manage to bridge generational divides,” explained Melissa Symonds, the UK Director for Toys at Circana. She underlined the challenge for brands aiming to captivate both younger and older audiences, with some opting to specialize in niche markets.
The resurgence in toy and game purchases can be traced back to the COVID-19 lockdowns when families, confined to their homes, turned to these products for entertainment. Despite a dip in sales post-2021, the current year has marked a positive shift, notably fueled by the adult segment of the market.
Highlighting the sector's anticipation for forthcoming holiday sales, the Toy Retailers Association unveiled its annual DreamToys list, forecasting the season's potential bestsellers. Among the highlights are items that unmistakably target an expansive demographic, from sophisticated Hot Wheels F1 racing sets designed for the discerning collector to nostalgic offerings for parents keen to share part of their childhood with their own children.
Moreover, the list features toys that defy the digital trend, such as an interactive dinosaur emerging from an egg, and a game that challenges players to feed themselves mini marshmallows using diminutive hands, designed to spark joy without the need for digital connectivity. Yet, the manufacturers are embracing the digital age by encouraging social media engagement, showcasing the industry's adept navigation between traditional play and the digital realm.
With the cost of living remaining a concern for many families, the affordability of toys continues to be a crucial factor. Symonds highlighted that last December, the average price of a toy was pegged at £13.43, with toys priced between £10 and £20 dominating the market.
The UK toy sector's annual sales are now nearing the £4 billion mark, signaling a robust recovery and a promising future fuelled by the universal appeal of its products.
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