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.
This report comes in PPT.
Kidults are driving demand for collectibles, nostalgia-based IPs and sophisticated play experiences. This reflects a cultural shift where play is embraced for emotional wellness, identity and escapism.
Digital distribution, livestream selling and DTC models are reshaping how consumers discover and purchase toys and games. Cloud platforms enable companies to reach a wider audience, allows personalisation and generate recurring revenue.
AI and tech integration are transforming toys into interactive, adaptive companions that encourage interaction. These toys enhance learning and interactive engagement, appealing to both children and adults.
Licensing and cross-industry collaborations are unlocking new revenue streams. Toy companies are expanding into fashion, food and entertainment to maximise IP value and reach new demographics.
Subscription models are redefining ownership, offering curated, flexible access to toys and games. This supports continuous engagement, recurring revenue and sustainability goals.
This is the aggregation of traditional toys and games and video games.
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