Adults ages 18 and up became the largest market segment for toys (which include the Games and Puzzles super category) for the first time in Q1, surpassing the preschool segment. Adult purchases amounted to $1.5 billion in Q1.
Over the past year, 43% of adults purchased a toy for themselves, citing socialization, enjoyment, and collecting as the top motivations.
Four TCG products were among the top ten new items sold in tracked stores for the Spring season: Pokémon Scarlet And Violet Paldean Fates Collection Tin at #4, Pokémon Scarlet And Violet Temporal Forces Elite Trainer Box Iron Leaves at #5, Pokemon Scarlet And Violet Temporal Forces Sleeved Booster Packs Assortment @ #7, and Disney Lorcana Into The Inklands Booster Pack at #10.
Toy sales overall were down 1% in the Spring (January through April) season, according to Circana, with Toys and Games not among the super categories experiencing growth. Toy sales for Spring remain up 38% vs. sales in 2019.
Source: ICV2
