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☆ Adults are buying more and more kids' toys for themselves in a quest for nostalgia and escape
▼ + stars: | 2024-11-13 | by ( Joshua Nelken-Zitser | ) www.businessinsider.com time to read: +3 min

Adults accounted for 17.3% of US toy sales in 2023, totaling $6.7 billion, per Circana. Research shows that while overall toy sales are in decline in the US, sales driven by nostalgic adults are on the rise. AdvertisementAccording to Circana's data, despite an 8% overall drop in toy sales last year, adult purchases have stayed robust. The group said that US adults spent over $1.5 billion on toys and games in the first quarter of 2024 alone. A Circana report from June on the US toy industry described adults as the "most important age group" for the industry going forward.

Persons: Frédérique Tutt, Tutt, Steve Totzke, Barbie Organizations: Research, BI, Star, Los Angeles Times Locations: Europe, Asia, Japan, South Korea

WILL SHOPPERS FIND BLACK FRIDAY DEALS THIS YEAR? HOW MUCH ARE SHOPPERS EXPECTED TO SPEND? Spending online during Black Friday is expected to rise 5.7% to roughly $9.6 billion, according to Adobe. WHAT ARE RETAILERS DOING TO ATTRACT HOLIDAY SHOPPERS? Macy's CEO Jeff Gennette on Thursday said the competitive landscape has shifted to Black Friday deals prior to Black Friday.

Persons: Marcus Collins, Collins, Jane Hali, Max, Lancome mascaras, Bobbi Brown concealers, Dana Telsey, Leonardo Fernandez Viloria, David Bujnicki, Kimco, Jeff Gennette, Mattel, Steve Totzke, Juveria Tabassum, Savyata Mishra, Richa Naidu, Helen Reid, Herbert Lash, Josie Kao Organizations: Retailers, Department, Ross School of Business, University of Michigan, Dollar, Walmart, Associates, Nordstrom, Adobe Analytics, Electronics, Mastercard, National Retail Federation, Telsey Advisory, Sensormatic Solutions, U.S, Black, REUTERS, Adobe, Labor, Kimco Realty Corp, Consumers, Deloitte, Reuters, Thomson Locations: U.S, Europe, Philadelphia, China, United States, Caracas, Venezuela, Panama, Israel, Sixth, Washington, Germany, India, Spain, United Kingdom, Bengaluru, London

[1/4] Consumers struggle to enter a store to buy shoes in a store at a shopping center during Black Friday sales, in Caracas, Venezuela November 25, 2022. WILL SHOPPERS FIND BLACK FRIDAY DEALS THIS YEAR? HOW MUCH ARE SHOPPERS EXPECTED TO SPEND? Spending online during Black Friday is expected to rise 5.7% to roughly $9.6 billion, according to Adobe Analytics. Macy's CEO Jeff Gennette on Thursday said the competitive landscape has shifted to Black Friday deals prior to Black Friday.

Persons: Leonardo Fernandez Viloria, Marcus Collins, Collins, Dana Telsey, Jane Hali, Max, Lancome mascaras, Bobbi Brown concealers, Jeff Gennette, Mattel, Steve Totzke, Juveria Tabassum, Savyata Mishra, Richa Naidu, Helen Reid, Josie Kao Organizations: Black, REUTERS, Retailers, Department, Ross School of Business, University of Michigan, Labor, National Retail Federation, Telsey Advisory, Sensormatic Solutions, U.S, Adobe Analytics, Dollar, Walmart, Associates, Nordstrom, Adobe, Consumers, Deloitte, Electronics, Mastercard, Reuters, Thomson Locations: Caracas, Venezuela, U.S, Europe, Philadelphia, Panama, United States, United Kingdom, China, Bengaluru, London

The holiday season, which begins with Black Friday at the end of November and lasts roughly until the end of December, is expected to be especially tough for retailers selling discretionary items, executives say. "We are seeing some early Black Friday sales start just now," Barbie maker Mattel's (MAT.O) president and chief commercial officer, Steve Totzke, told Reuters on Monday. "The market for toys has been declining for the whole year," said Florian Sieber, CEO of German toy maker Simba. "We are expecting a good holiday season for Mattel," Totzke said. "We expect to continue to gain share throughout the holiday season."

Persons: Peter Nicholls, Larian, Santa Claus, Barbie, Loo, Isaac Larian, Toymakers, Nic Aldridge, Aldridge, Mattel's, Steve Totzke, Florian Sieber, Simba, Sieber, Totzke, Frédérique Tutt, Jerry Storch, Richa Naidu, Matt Scuffham Organizations: REUTERS, Hasbro, Mattel, Consumers, Euromonitor, MGA Entertainment, Toymakers Hasbro, Reuters, Bandai, P, Global, Storch Advisors, Hudson's, Thomson Locations: London, Britain, Europe, Santa, United States, Loo Wee, U.S

"We are seeing some early Black Friday sales start just now," Barbie maker Mattel's (MAT.O) president and chief commercial officer, Steve Totzke, told Reuters on Monday. "The market for toys has been declining for the whole year," said Florian Sieber, CEO of German toy maker Simba. "We are expecting a good holiday season for Mattel," Totzke said. "We expect to continue to gain share throughout the holiday season." "But it's a reality that there won't be as many toys sold this year as last year."

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