Toy sellers keep close watch on social media ban
Summary
UK toy sales increased by 6% last year, marking the first rise in five years. This growth was mainly due to older players, influenced by social media trends, but there are concerns about how a possible social media ban for under-16s might affect the market.Key Facts
- UK toy sales went up by 6% last year, the first increase since 2020.
- The toy market was valued at £3.9 billion last year, according to Circana.
- Older players, known as "kidults," make up 30% of the toy market, up from 17% in 2016.
- Social media trends significantly influence toy sales, especially collectibles like Pokémon and K-Pop Demon Hunters.
- There is a potential social media ban for under-16s in Australia, which might affect the UK market if a similar ban happens.
- Building sets like Lego are popular among adults.
- The toy industry is concerned about cost-of-living pressures but notes that spending on children remains a priority.
- The UK Toy Fair discussed the impact of films, video games, and sports tie-ins on toy sales.
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