Introduction
In recent years, the European toy market has witnessed a significant shift in consumer demographics. The traditional focus on children under 12 is gradually expanding to include ‘kidults’—consumers aged 12 and above. This group has shown a unique set of preferences and spending habits that are reshaping the toy industry in Europe.
Demographic Trends
According to the latest report from Circana, toy consumption among teenagers and adults in Europe reached €4.5 billion in 2023, marking a 2.5% increase from the previous year. This segment now accounts for 28.5% of the total toy market. Notably, the number of children under 12 in Europe has decreased by 3% over the past decade, underscoring the growing importance of targeting older demographics.
Consumer Preferences
European kidults display a strong preference for intellectual property (IP)-licensed products, strategy board games, and collectible card games. Popular IPs such as Star Wars and superhero franchises from Marvel and DC have seen robust sales, particularly among this age group. Card games like Pokémon and Disney’s Lorcana are also highly popular, benefiting from Europe’s rich culture of card game clubs and social gaming events. Furthermore, LEGO remains a beloved brand among all age groups, with its Botanical Collection notably doubling its appeal to women aged 12 and above over the past five years.
Shopping Behavior
While nearly half (47%) of European kidults prefer online shopping for toys, Germany and the UK have more than half of their kidult populations purchasing toys online. In contrast, France relies more on brick-and-mortar stores due to logistical reasons. This indicates a split in shopping preferences across top European markets, suggesting that toy companies need to adapt their sales strategies accordingly.
Economic Considerations
Despite economic uncertainties affecting their disposable income, European kidults continue to prioritize spending on toys they love. This suggests a shift towards more purposeful spending, focusing on products that genuinely appeal to their interests.
Conclusion
Understanding and catering to the preferences of kidults is crucial for toy companies operating in Europe. By aligning product offerings with the interests of this demographic, companies can tap into a growing market segment that shows both enthusiasm and willingness to spend on toys that resonate with their tastes and lifestyles.
