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Nostalgic adults help drive strong rebound in toy sales
The Guardian
|August 11, 2025
UK toy sales have bounced back as adults increasingly muscle in on the market, snapping up everything from Pokémon trading cards and Lego sets to collectibles and action figures based on movie and TV franchises.
After falling almost 4% in 2024, UK toy sales are up 8% so far this year, in line with a "strong rebound" in the global market, data from the market research company Circana suggests.
While the fortunes of the UK toy industry have for some time been linked to a growing army of "kidults" (buyers aged 12 and over), it is over-18s who appear to be increasingly driving this surge in sales.
Diese Geschichte stammt aus der August 11, 2025-Ausgabe von The Guardian.
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