Why should kids have all the toys?
TNN | Feb 1, 2025, 01.00 AM IST
A recent survey by a UK-based toy industry research group reveals that one in five toys and games are being bought by adults for themselves. It suggests adults are buying Lego and collectibles for their “positive mental health benefits as they spark nostalgia and bring escapism from global turmoil”, said Melissa Symonds, executive director of UK toys at a market research company. Even in the capital, traders at a toy expo affirmed that more grown-ups are being attracted to toys originally meant for kids. From limited-edition collectibles to games –Indian adults are indulging in toys big time now.
‘Nostalgia drives toy sales’ Last year, for the first time, consumers above 18 in the US, surpassed toddlers to become the biggest demographic for toy purchases, buying more than $1.53 billion of toys for themselves, according to a study by a market research company. Pulkit Chauhan, from Smartivity, a gaming lab that designs innovative, physical-meets-digital toys, says, “Nostalgia is a big factor when it comes to adults buying toys. DIY toys or pinwheel-inspired games are hot-sellers among adults because they remind them of the video games they played as kids. So, people who were born in the ’80s or the ’90s resonate with such toys and become buyers.”
‘Parents too enjoy toys with complex builds’ Pulkit says, “Young adults enjoy toys with complex builds. Reviews on many of our DIY kits suggest that as much as kids enjoyed building and playing, their parents did too. Some reviews suggested that the kid gave up and the parents picked it and enjoyed the process of building the game or the toy.” Nidhi Gupta, a professor who teaches game design, says, “The target group for boardgames is not on the basis of age, it is psychographic. Today, a 70-year-old, a five-year-old and a ten-year-old can sit and play games together. Inspiration to design it comes from everyday experiences – so it resonates with people, beyond age.”
‘Toys boost confidence in critical moments’
Kristin Flora, a professor of psychology at Franklin College in Indiana, told CNN, “Some of the research suggests that it can help stave off depression. It can help us build a sense of optimism, which is really important when things are uncertain. It can help us decide what disposition to take as we live through unprecedented times.” According to her, toys could contribute to well-being, helping to “boost confidence and positivity in critical moments”.
Favourite toys among kidults
Barbie doll
Cars
Planes
Squishmallows
Plushies
Board games
Lego sets
‘Nostalgia drives toy sales’ Last year, for the first time, consumers above 18 in the US, surpassed toddlers to become the biggest demographic for toy purchases, buying more than $1.53 billion of toys for themselves, according to a study by a market research company. Pulkit Chauhan, from Smartivity, a gaming lab that designs innovative, physical-meets-digital toys, says, “Nostalgia is a big factor when it comes to adults buying toys. DIY toys or pinwheel-inspired games are hot-sellers among adults because they remind them of the video games they played as kids. So, people who were born in the ’80s or the ’90s resonate with such toys and become buyers.”
I get my insights for plushies and stuffed toys from Pinterest, fashion industry and pop culture. Children usually get inspired by people older than them, so I keep tabs on what the teenagers are interested in... We see many teens and people in their 20s and 30s coming to soft toy stalls
‘Parents too enjoy toys with complex builds’ Pulkit says, “Young adults enjoy toys with complex builds. Reviews on many of our DIY kits suggest that as much as kids enjoyed building and playing, their parents did too. Some reviews suggested that the kid gave up and the parents picked it and enjoyed the process of building the game or the toy.” Nidhi Gupta, a professor who teaches game design, says, “The target group for boardgames is not on the basis of age, it is psychographic. Today, a 70-year-old, a five-year-old and a ten-year-old can sit and play games together. Inspiration to design it comes from everyday experiences – so it resonates with people, beyond age.”
‘Toys boost confidence in critical moments’
Kristin Flora, a professor of psychology at Franklin College in Indiana, told CNN, “Some of the research suggests that it can help stave off depression. It can help us build a sense of optimism, which is really important when things are uncertain. It can help us decide what disposition to take as we live through unprecedented times.” According to her, toys could contribute to well-being, helping to “boost confidence and positivity in critical moments”.
Favourite toys among kidults
Barbie doll
Cars
Planes
Squishmallows
Plushies
Board games
Lego sets