‘Kidults’ boost UK toy sales as nostalgia and cost of living pressures reshape demand

In the UK, demand for toys is climbing thanks to a quirky mix of adult “kidult” buyers and budget-conscious parents. A shift in tastes and preferences is evident as more adults chase nostalgia through collectors’ sets, boosting demand beyond the traditional children’s market. Meanwhile, households with constrained disposable income are opting for lower-priced toys, affecting price elasticity of demand as the cheaper products become less sensitive to small price rises. The larger income for older buyers expands the market’s size, while fewer substitutes and strong brand licensing bolster demand for certain toys, such as Lego sets, Pokémon cards and Barbie dolls despite wider economic pressures.

Toy sales rebound as brands target kids and adults - BBC News

1. Examine two key factors that have influenced the demand for toys in the UK, as discussed in the article.

2. Analyse, using a demand and supply diagram, the impact of recent changes in demand and supply for toys such as Lego sets on the market price and quantity, using evidence from the article.

3. Discuss the factors influencing the price elasticity of demand (PED) and income elasticity of demand (YED) for branded toys such as Lego, Barbie and Pokémon cards.