UK toy sales have risen for the first time in five years, but sellers are braced for the potential impact of any social media ban for under-16s. The value of toy sales rose by 6% last year, compared with the previous year, according to research company Circana, bringing some much-needed cheer for a sector that has struggled since the pandemic. The rebound has been driven by the so-called kidult market - which relates to players over the age of 12, some of whom are influenced by trends on social media. Kidults accounted for 17% of the toy market in 2016, but this had risen to 30% by last year. Building sets, predominantly Lego, has appealed to adults, but trends amplified on social media have also led to a 12% growth in collectibles across generations. Pokémon, K-Pop Demon Hunters, and Hello Kitty have all proved to be "market-moving trends", according to Circana. Symonds said the industry would be considering the impact of the social media ban for under-16s in Australia, and the potential for a similar ban in the UK. She said manufacturers and retailers may need to reconsider how some of these toys were marketed if bans were brought in more widely.
BBQ - Do you think a social media ban for U16s will impact the sale of toys?
