According to toy industry research group Circana sales have fallen for a third year in a row. However, a surprising and developing trend is that sales to so-called ‘kidults’ have grown, with an estimated one in five toys and games now being bought by over-18s for themselves.[1]
The research suggests that adults are now turning to their childhood favourites to escape their troubles and comfort themselves with memories of simpler times. A generation deferring thoughts of a Saga Cruise by turning to the Sega Console.
It’s the very thing that Ed Sheeran’s tapping into in his song Castle On The Hill. He often pines for the days of his youth:
