The Joy of Collecting: Adult Toy Enthusiasts Drive Sales
The holiday season is upon us, and the toy market is buzzing with excitement. But it's not just kids who are getting into the festive spirit; adult toy collectors are also contributing to a booming industry. A recent report highlights some of the must-have items for the season, showcasing a diverse range of toys that are as popular with grown-ups as they are with children.
Among the top picks are the Singing Wicked 2 dolls, manga-themed Lego sets, a Pokémon game, and a mini-fridge playset. These items are not just fun but also reflect the growing trend of 'kidults' (buyers aged 12 and over) who spend their spare cash on expensive Lego sets and collectible figurines. This demographic accounts for £1 in every £3 spent on toys in the UK, according to Circana data.
The toy industry has seen a positive shift in recent years, with data showing a 6% growth in children's toys from January to June. This is a significant turnaround from the previous difficult years. Melissa Symonds, UK toys director at Circana, attributes this success to a double-pronged approach. She notes that children are rediscovering the joy of play, while adults are embracing it as a form of self-care, nostalgia, and fandom. This combination is keeping the market vibrant and relevant.
Despite the positive outlook, there are concerns about the impact of tax rises in the autumn budget on consumer spending. However, Symonds believes that toys are part of the 'joy economy' and are relatively affordable, with the average selling price last December being £13.43. The £10-20 range accounted for a third of sales.
Paul Reader, chair of the DreamToys selection panel at the Toy Retailers Association, shares an optimistic view. He describes the year as 'incredible' and believes the momentum will continue into the Christmas period. Reader acknowledges that disposable income may be affected by the budget, but he remains confident that the list will help consumers make informed decisions.
The DreamToys list for 2025 features a range of toys, from the Dress to Impress Mystery Model Dolls to the Hot Wheels Racing F1 Grand Prix circuit. The list also includes interactive and collectible items like the Human Controller, Jurassic World Primal Hatch T-Rex, and the Fill the Fridge playset. The most expensive item is the Lego One Piece: the Going Merry Pirate Ship, retailing at £119.99.
With the highly anticipated sequel to Wicked set to release next week, demand for Wicked-themed toys is expected to soar. The Singing Elphaba and Glinda dolls, priced at £35, are sure to be popular. Characters from film and TV, such as Evie Pig and Stitch, also feature prominently on the list.
The DreamToys list offers a glimpse into the diverse and exciting world of toys, catering to both children and adult collectors. With a mix of interactive, collectible, and nostalgic items, the market is set to continue its positive trajectory, bringing joy to all ages during the holiday season.
