Toys and games in the UK saw a marginal dip in value sales in 2024, despite an upturn in traditional toys and games. The kidult phenomenon, characterised by adult toy purchases, contributed to construction's growth, while video games was influenced by strategic alliances. Heightened concerns about sustainability and inclusivity are shaping product innovation and ethical standards. The market remains fairly consolidated, with retail e-commerce playing a pivotal role in sales.

In 2024, toys and games saw growth in China, propelled by dynamic growth for traditional toys and games, and the increasing appeal of video games. AI personalisation played a significant role, improving both digital and physical play experiences. The incorporation of Chinese cultural elements into toys and games proved popular with domestic consumers. The competitive landscape witnessed changes in share and intensified competition, while e-commerce remained the dominant sales channel.

In 2024, toys and games in Australia experienced solid growth, driven by video games and the kidult phenomenon. The desire for nostalgia and leisure among adults boosted sales of collectibles and construction. Legislative measures and social media restrictions could further influence sales, with businesses adjusting their marketing strategies. While physical stores remain key, e-commerce is growing, especially for video games.

Amid global uncertainty and financial strain, consumers are turning to toys and games for nostalgia, comfort, escapism and social connection. Five key trends from the rise of kidults to cross-industry collaborations are reshaping the industry, offering companies new ways to engage new demographics and unlock new revenues.

Consumers are turning to toys and video games as affordable avenues for nostalgia, comfort, escapism and social connection amidst global challenges and financial strain. Sales are set to soar by 14% in real terms between 2024 and 2029, reaching USD317 billion. Growth is being driven primarily by video games, while traditional toys and games are seeing only modest increases.

In Spain, toys and games saw growth deceleration in 2024. Video games expanded, particularly online, supported by the convenience of cloud gaming. Although traditional toys and games declined, the kidult trend had a positive impact on games and puzzles, and collectibles. Strategic partnerships and established franchises were key growth drivers, while e-commerce continued to expand, and offline retail saw a resurgence. The competitive landscape witnessed a slight decrease in concentration.

Toys and games in Switzerland saw a marginal decline in 2024, influenced in part by the weak performance by video games hardware amid the ongoing move towards digital gaming. Product design was influenced by the growing emphasis on sustainability and inclusivity, with manufacturers offering more ethical and environmentally-friendly options. Additionally, the kidult trend contributed to sales, as brands targeted adults with nostalgic and premium products.

Toys and games in Japan experienced a slight value decline in 2024, following growth the previous year. This was attributed to a decrease in consumer spending power, as a consequence of rising inflation. Traditional toys and games, however, continued to perform well, driven by the kidult trend and the resurgence of established brands such as One Piece. Video games experienced a decrease, although mobile games saw slight growth and retained its dominance.

In 2024, toys and games in Indonesia saw moderate growth, propelled by the kidult trend and the popularity of collectible toys. This trend resulted in heightened expenditure on premium products and lifestyle collectibles. While retail e-commerce remained the most significant sales channel, offline retail saw growth. The industry retained its fragmented nature, with both global and local brands competing for value share through pricing strategies, partnerships, and online visibility.

In 2024, toys and games in Italy saw a modest rise in value sales. Notable trends included the upsurge in video game popularity and the kidult phenomenon, with specialist stores increasingly targeting adult consumers. Collectibles, particularly limited edition, played a significant role, with e-commerce being a primary distribution channel. Market concentration was evident, with the top five companies holding a larger share of value sales.

In 2024, the United Arab Emirates saw a notable increase in the sales of toys and games, largely due to the popularity of video games. Noteworthy trends included the demand for tech-integrated and educational toys, as well as the rising interest in playful experiences among the kidult demographic. The market is shifting towards e-commerce, necessitating a strong online retail strategy. Brand recognition and premium retail experiences are gaining significance.

In the US, toys and games saw growth in 2024, propelled by the kidult phenomenon and the continued rise of the video games category. The advent of cloud gaming and digital retail tactics had a notable impact on video games. Businesses are directing their efforts towards established brands and the optimisation of e-commerce, with a simultaneous resurgence of traditional brands to capture consumers’ interest, especially in traditional toys and games.

In 2024, toys and games in Romania saw robust growth, driven by high demand for video games, and a rise in educational and construction toys to support STEM learning. There is a growing preference for sustainable, high-quality toys made from eco-friendly materials. Local brands like Bumbu Toys and Mitzoko are gaining popularity with their premium, sustainable products. The role of e-commerce is growing, with Noriel and Jumbo offering online-exclusive discounts, such as 30% off selected Lego prod

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

Computing and entertainment are to become growth drivers for the wearables market. These advancements are expanding the market beyond wrist-worn devices, opening up opportunities for new entrants into the USD50 billion market.

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

By 2029, Asia Pacific will host 56% of the global population aged 65+, representing a trillion-dollar opportunity. This report provides a critical framework to understand, develop and address the unmet needs of this rapidly growing demographic. Leveraging Euromonitor's Inclusivity - Empowerment - Indulgence framework, companies that act now will secure future growth and maintain relevance in a shifting consumer landscape.

Digital Living, Convenience, Pursuit of Value and Sustainable Living are key megatrends in Western Europe, shaped by technological advancements, demographic changes and shifting consumer values. Demand for multifunctional products is driving brands to simplify and optimise. Despite privacy concerns, AI-driven personalisation is gaining acceptance. Value perceptions are shifting toward functionality and affordability, while sustainability continues to influence purchasing choices.

Inhalation - one of the most common modes of consumption globally - is undergoing a rapid transformation. This report assesses the significant risks for those companies who fail to address that change and the huge opportunities for those who can leverage science, technology and new substance frontiers to reimagine inhalation’s role in future societies.

As investment and attention shifts towards GenAI, companies of all types must evaluate potential opportunities associated with this technology. Given its ability to go a step further than AI to create something new, it is viewed as being incredibly powerful. This report explores opportunities and challenges across common use cases such as marketing, product development, the customer journey, customer service and the supply chain.

Nostalgia, sustainability and digital integration are transforming toys and games. The kidult market thrives on innovation blending classic themes with modern twists. Sustainability demands push brands towards eco-friendly practices while AR and AI redefine interactive play. Emerging markets with tech-savvy younger demographics offer significant growth potential. Success lies in tailoring regional strategies and balancing affordability and innovation to meet evolving consumer expectations global

While product value for consumers across Asia Pacific was traditionally defined by price, quality and quantity, a broader concept of value is emerging reflecting a blend of financial and emotional considerations that shape purchasing choices. By understanding how consumers in Asia Pacific are spending wiser, companies will be able to strategize through innovation and marketing, in order to win consumers and maximize profits.

Sales of toys and games, buoyed by recent recovery, are poised for continued growth over the next five years. The rising influence of pop culture, the growing kidult market, and the increasingfuture digitalisation of play are shaping the of the industry.

Toy manufacturers must embrace digital transformation and innovation business models to capture new revenue streams as growth of traditional toys slows down after the highs during the pandemic. Leading companies can continue to grow in their respective categories within traditional toys while unlocking additional revenue growth.