Sales in traditional toys and games are expected to return to positive figures over the forecast period, as the era of economic uncertainty and inflationary pressures starts to ease. However, many trends observed in 2023 will continue to create their impacts over the coming years.
The “kidult” trend will continue to be of key importance over the forecast period, especially in light of the falling birth rates. It will thus be crucial for traditional toys and games players to cater to this large demographic, which typically possesses strong purchasing power and a desire for nostalgic products.
In connection with the above point, retailers will continue to adapt to evolving trends, such as catering more strongly for the “kidult” audience. For example, Joué Club introduced its first catalogue for “kidults”, signalling a potential trend for toy specialists to cater to this important customer base, as demographics for children shrink.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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