Nostalgia Is Powering Sales
Plus, 😱Disaster plan every business needs today
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Nostalgia Is Driving Toy Sales
What’s driving the toy industry's record growth? Not children, but adults with a love for collecting, nostalgia, and connection. Welcome to the age of the “kidult.”
Adults Are Now Toy Superfans
Move over, kids. In Q1 2024, adults aged 18+ officially became the largest group of toy buyers, responsible for $1.5B in sales. And it’s not slowing down.
Why It Works?
Nostalgia, escapism, and social experiences are fueling this adult-driven trend. From viral blind box unboxings to dedicated swap meets, grown-ups are finding joy in play.
The New Collector Class:
Today’s adult toy lovers aren’t just playing, they’re curating. Completing collections has become a hobby and status symbol. Brands like Mattel and Lego are stepping up with premium offerings to match.
The Tariff Speed Bump:
Despite the boom, rising import costs could play spoiler. With 80% of U.S. toys made in China, current tariffs (as high as 30%) could force brands to raise prices or face product shortages.
Leadership Perspective:
Mattel’s CEO notes the brand remains committed to affordability, but pricing actions may be necessary. This could test how far collectors are willing to go to fund their passion.
The Takeaway
The toy aisle is transforming. As adults become the industry’s most valuable customers, brands must balance premium experiences with affordability. The nostalgia economy is real, but it comes with economic strings attached.
Creating a Disaster Recovery Plan
Develop a comprehensive Disaster Recovery Plan by identifying potential risks specific to [Your Industry/Organization], outlining critical business functions, and defining recovery strategies. Ensure to include backup procedures for [Specific Systems/Assets] and communication plans. Incorporate testing and maintenance schedules to validate the plan's effectiveness.
Your Industry/Organization - [Insert here]
Systems/Assets - [Insert here]
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