Adults and the toy market: some interesting statistics

11/04/2017 - 09:24 Lego news

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What role do adult customers really play in the toy market? A lot of theories are circulating among adult LEGO fans, who often believe they are important players in this market, but few concrete statistics have been published so far.

The NPD group, specialized in market research, publishes the result of an investigation which tells us a bit more about these adult customers who buy toys for themselves.

The study was carried out in the UK, but it gives us some interesting indicators on overall trends and the breakdown by age group or sector.

These few figures and trends concern the toy market as a whole, by only the LEGO brand and its products:

  • In 2016, 1 in 11 toys have been purchased by an adult for personal use, or around 9% of the overall market.

 

  • This market of "adults-who-buy-toys-for-themselves"has recorded an increase of 65% since 2012 (21% since 2015) or an evolution three times faster than that of the overall toy market.

 

  • 17% of the toys purchased by these customers are games & puzzles, 16% are construction toys, 16% of purchases made concern figurines and 11% vehicles.

 

  • 50% of these purchases are made by 18-34 year olds, a third of purchases are made by adults between 35 and 54 years old, and those 55 and over represent 18% of the overall volume.

 

  • Adults without children spend more to afford toys than those with children.

 

  • More than half of these purchases are made online (Amazon and the UK Tesco brand are cited). Men are more inclined than women to buy toys.

 

  • NPD quotes Star Wars et LEGO among the favorite brands or licenses of this adult clientele.

 

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