Teens and adults fuelling growth in European toy markets, says Circana

Teens and adults aged 12 years and older are fuelling growth in the European toy market, while sales to children under 12 years are in decline.

This is according to Circana’s State of the Toys Consumer: Teens & Adults report – an analysis of consumers, collectors and fans aged 12 and up in the five largest markets in Europe, France, Germany, Italy, Spain and the UK.

Valued at €4.5 billion in 2023, the toy market for teens and adults aged 12 years and up has grown by 2.5% since 2022 and now represents 28.5% of total toy sales. Adults have been the fastest growing age group in the toy market over the last two years with a 5.5% increase in sales, while adolescents (12 to 17 years) grew by 3.3%.

In contrast, sales for children have fallen significantly since 2021 with spend per child also declining. Children under 12 are still the biggest purchasers of toys, however, spending €295/head compared to adolescents (€89/head) and adults (€10/head).

Games & Puzzles are winning in terms of top toy categories, with Building Sets gaining ground thanks to LEGO, who dominate the category. LEGO is also the most popular manufacturer among consumers and collectors aged 12 and up.

Licensed toys reached another record high in 2023, according to the report, representing more than 27.8% of total toy sales in EU5. Big franchises like Star Wars, Marvel, DC and Pokémon are all fuelling the ‘fandom’ phenomenon.

“With a passion for board games, puzzles and collections, a heavy dose of fandom, and a touch of nostalgia, it seems that older kids and adults are redefining the toys market,” said Frédérique Tutt, Global Industry Advisor for Toys at Circana.

“Despite the increased cost of living, fans of toys and games know what they like and are prepared to spend money on it. To some extent this is down to consumer groups with deeper pockets who can afford to indulge their passions, but we’re now also seeing a rise in serious toy collectors, fans of pop culture and those who take gaming, puzzling and playing to another level.”

According to Circana’s report, almost half (47%) of all toy sales made to teens and adults aged 12 and up are online. Country by country analysis shows that in Germany and the UK, the online share is larger than in-store, while in-store remains strong in the French market.

Tutt continued: “For brands, license owners and retailers, there are real opportunities to grow the adults and teens market as a whole, and also increase their share within it, through diversification and by developing in-store shelf space and online ranges targeted at older consumers.”

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Ravensburger details influencer initiatives for Disney Lorcana

“It’s vital to us to onboard new influencers, players and Disney fans to grow and expand Disney Lorcana in the UK,” said Lea Dillenseger, Product Marketing Manager at Ravensburger UK.

BTHA and Mojo Nation to host Inventors Lunch at Toy Fair 2025

The free Inventors Lunch will return to Toy Fair on Thursday, January 25th at 12PM, hosted upstairs on the Toy Trust Lounge (UL 161).

Hasbro launches AI-powered Game Finder tool

Game Finder’s AI knows the nuances of each Hasbro game, from the ideal play group size to features unique to each title.

Surge Brands named global licensing agent for Crazy Aaron’s

“The creativity and sensory appeal of Crazy Aaron’s products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond,” said Aaron Muderick, Founder and President at Crazy Aaron’s.

Boyhood teams with Disney for wooden Mickey Mouse figure

“We have achieved a result that sets new standards for wooden sculptures,” said Boyhood designer and founder Jakob Burgsø.

Toy Retailers Association details DreamToys list of top toys for Christmas 2024

“More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers,” said chair of the DreamToys selection committee, Paul Reader.