In recent years, the industry has noticed a rapid rise in toy consumption among the older children (12+) group. In the past, toys for younger children under the age of 11 have always been the hottest and highest-percentage category in the toy market. However, with the birth rate in developed countries declining year by year, the shortage of newborns has caused the proportion of toys for younger children in the toy market to begin to decrease.
In the UK, for example, toys for children aged 0-11 years accounted for about 79% of the total toys in the UK in 2017, a figure that drops to about 71% by 2021, with the remaining portion occupied by toys for 12+ older children. If the children’s group is further subdivided into two groups, 0-5 years and 6-11 years, both groups have seen a decline in toy consumption compared to previous years.
On the other hand, with the rise of the “home economy”, the demand for rituals among young adults is also on the rise. In the toy market. More and more products are going to the buyers themselves rather than to their children.
A survey from NPD in the UK showed that since 2012, the number of adults who bought Lego toys for themselves has increased by 65%; during the Tmall 618 pre-sale in 2022, more than 2 million Ultraman, 1 million Dakota Duck and 500,000 Godzilla toys were bought by post-80s and post-90s consumers.
In recent years, the concept of IP has become increasingly popular, which is also the most central factor for adults to buy toys. China’s toy industry is not highly concentrated, with a large number of enterprises but on a small scale, and the market share of individual enterprises is low. Therefore, many toy companies hope to create explosive products through popular IP licensed toys.
Post time: 06-19-2024
