The Toy Retailers Association has unveiled its latest annual DreamToys series, showcasing anticipated best-selling toys for the upcoming Christmas season. This year’s list is a further testament to the budding trend of cross-generational appeal, often aiming products squarely at kids and adults who enjoy them just the same.
The DreamToys suite serves as a backdrop to a wide cultural sleepover—one that completely reshapes the consumer experience. The market has largely shifted to being more inclusive of older-aged toy shoppers. The kidult market, defined as anyone over the age of 12, has become a huge segment of growth, with adults more often buying toys for themselves. In fact, this demographic now represents one-third of overall sales within the toy industry.
According to the latest sales numbers from market research firm Circana, the toy industry surged 6% in the last year ending this past September. This increase continues a notable reversal following years of decrease since 2021. Annual sales in the UK toy industry have now reached almost £4 billion. Toy sales are on the mend! That’s on the heels of an unprecedented boom during the Covid-19 pandemic that saw lockdowns push families to spend more on toys and games than ever before.
Last Christmas, toys sold for an average of £13.43. Unsurprisingly the market was heavily skewed towards toys across the £10-£20 price point. The DreamToys selection definitely exemplifies this pricing trend, showcasing a diverse and impressive range of merchandise catering to all demographics. Some of these toys are entirely focused on the pre-school market, while others are aimed at adult collectors and enthusiasts exclusively.
Melissa Symonds, UK toys director at Circana, commented on the current landscape by stating, “The products that are doing really well at the moment, such as Lego and Pokemon, are the ones that have that cross-generational appeal.” Brands aren’t just winning over younger consumers—they have mastered winning over adults. They are changing the game by making products that appeal to people of all ages.
The tradeoffs involved in straddling the needs of multiple generations in product development are not easy. Symonds elaborated, “It is a really difficult balance to hit, and some won’t be able to make it. Some will focus on just the pre-school market, and some on adults – but the real trick is getting the balance between the two age groups.”
With the rainy season upon us, consumers are preparing for peak shopping period – The Holiday shopping season. The DreamToys series offers an informative guide for parents and gift-givers, highlighting the toys predicted to be top sellers this Christmas.
