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"Toys and games are doing better than "two dolls at Christmas", but the K shaped economy hurts. Parents and fandom collectors are still hanging on, ready to engage."
Brian Benway, Senior Tech and Gaming Analyst
The toy and games market is experiencing a shift driven by economic pressures and changing consumer preferences. Parents remain the key decision-makers in toy purchases, significantly influencing trends across various toy categories, yet adults purchasing for themselves is an almost equal in occurrence. Economic challenges, including inflation and tariffs, have impacted consumer confidence, yet the market still shows resilience, implying growth in higher-value items. Gender differences remain evident, with men showing strong interest in franchises like Star Wars and Pokémon, while women drive purchases in arts and crafts. Retail dynamics highlight the importance of major retailers like Walmart and Amazon, though opportunities exist in diverse channels for reaching younger, budget-conscious families.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
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