"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.
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There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
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