Watch: Kidult collectables are the top trend at London Toy Fair 2024

euronews (in English)

From robotic football trainers to the booming kidult collectables sector for ages 12 and above, the London Toy Fair showcased a playground of innovation.

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00:00 [Music]

00:25 It's very interesting that the kidult sector grew in terms of purchases of toys in 2023.

00:33 This isn't traditionally an area of the population that buys a lot of toys,

00:38 largely because they don't see themselves as children anymore.

00:42 They're much the same as other toys, but they were probably more towards games, puzzles,

00:50 construction kits, collectible items and increasingly soft toys,

00:57 which the industry calls plush, but everybody else in the world calls cuddly toys.

01:01 [Music]

01:13 The kidult area, let's call it, has grown for us year over year, and particularly last year, for the last 10 years.

01:21 So we have the soccer clubs, we're launching Barcelona soon, we've got all of the anime,

01:27 that's completely different, horror, completely different, music, completely different,

01:31 but all of them have that fan link.

01:33 [Music]

02:02 (cat meows)

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