Business Daily The adults saving the toy industry
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Apr 29, 2025 Adults are now a driving force in the toy industry, accounting for nearly a third of global sales. This trend is fueled by nostalgia and a newfound playfulness, especially during the pandemic. Designers share their journeys in creating unique plush toys, while brands like Lego adapt to engage this burgeoning market. The role of social media in connecting collectors and fostering communities can't be overlooked, as new themes and designs appeal to adult buyers looking to recapture childhood joy.
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Toy Market Shifts to Adults
- The toy market grew sales to adults from 24% to 29% in five years, outperforming sales to kids.
- Declining birth rates push the industry to target grown-ups with more disposable income.
Adults Boost Toy Market
- Adults now drive nearly a third of global toy sales, with females aged 24-55 as a major buyer group.
- Handmade plushies and collectible soft toys have surged, fueled by social media and niche communities.
YouTuber’s Plushie Passion
- Raven rediscovered her love of plush toys as an adult and built a successful YouTube channel.
- She connects with her inner child and finds comfort in tactile toys amidst a tech-heavy world.