{"id":258160,"date":"2025-11-12T05:59:07","date_gmt":"2025-11-12T05:59:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/258160\/"},"modified":"2025-11-12T05:59:07","modified_gmt":"2025-11-12T05:59:07","slug":"toy-sales-rebound-as-brands-target-kids-and-adults-2","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/258160\/","title":{"rendered":"Toy sales rebound as brands target kids and adults"},"content":{"rendered":"<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;The products that are doing really well at the moment, such as Lego and Pokemon, are the ones that have that cross-generational appeal,&#8221; said Melissa Symonds, UK toys director at Circana, which tracks toy sales.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;It is a really difficult balance to hit, and some won&#8217;t be able to make it. Some will focus on just the pre-school market, and some on adults &#8211; but the real trick is getting the balance between the two age groups.&#8221;<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Sales of toys and games saw a big lift during Covid as more families spent time at home during lockdowns, but sales had fallen since 2021 until this year.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">The kidult market &#8211; which is toys and games for those aged over 12 &#8211; has been growing, particularly as adults buy toys for themselves.<\/p>\n","protected":false},"excerpt":{"rendered":"&#8220;The products that are doing really well at the moment, such as Lego and Pokemon, are the ones&hellip;\n","protected":false},"author":2,"featured_media":258161,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[49,50,51,47,52,48],"class_list":{"0":"post-258160","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"tag-headlines","9":"tag-news","10":"tag-top-news","11":"tag-top-stories","12":"tag-topnews","13":"tag-topstories"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/258160","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=258160"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/258160\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/258161"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=258160"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=258160"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=258160"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}