Stress releasing toys and board games provide moments of bliss according to a new Circana ‘Eat Play Love’ report, which highlights how Europeans are finding comfort and escape from a world of worry in the toy aisle.
Eat Play Love reveals that consumers across Europe are prioritising purchases that give them more control over their lives and offer “mini moments of bliss.”
Despite continuing to be frugal with everyday purchases, European shoppers are turning to snacks, beauty products and toys for comfort against a backdrop of war, climate anxiety, and economic pressures that now shape daily life. They are seeking out opportunities to be playful, express themselves and become immersed in creative activities. Toys are a critical part of this trend for stress relief.
“Nostalgia and the ‘joy economy’ are drawing consumers towards new forms of indulgence that provide escape and ‘mini moments’ of bliss, including multistep beauty rituals, immersive dining experiences and playful childhood treats”
Toys for adults and teenagers aged 12+ (kidults) now make up 31% of all European toy sales* – double their share 10 years ago. The 12+ market for toys is now worth €4.6bn, up from €3.6bn five years ago. If growth continues apace, by 2034 nearly 40% of all toys sold in Europe will be toys for teens and adults.
Adults are turning to the childhood delights of building sets, games, puzzles, collectibles and squishy soft toys. Parents are also using toys – especially collectibles and toys produced on licence from films and cartoons such as Paw Patrol – to shield children.
Frédérique Tutt, global toys industry advisor at Circana, said: “Nostalgia and the ‘joy economy’ are drawing consumers towards new forms of indulgence that provide escape and ‘mini moments’ of bliss, including multistep beauty rituals, immersive dining experiences and playful childhood treats.”
Circana’s report highlights the most critical shifts and changes in European tastes and preferences as consumers re-evaluate what they truly want and need when it comes to play.
