Digitalisation is expected to continue to threaten the growth of traditional toys and games in the forecast period. Video games, including mobile games, have become increasingly popular over the years amongst both the younger and older generations.
The “kidult” consumer group has been on the radar of many popular brands for a few years now. Nostalgia and the desire for play are just a few of the reasons why consumers aged 12+ have accounted for so much of the growth in traditional toys and games in the last three years.
Even though major toy manufacturers were seen to enter the lower-cost space in the past few years, the fear of recession and increased economic uncertainty due to high inflation are opening up further opportunities for low-cost toys and lower-cost retailers of traditional toys and games. Companies such as Mattel and LEGO, as well as smaller manufacturers, already sell toys in discount stores in the US, such as Dollar General and Dollar Tree.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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