Key Findings

Reviving playtime with nostalgia

Nostalgia-driven products are redefining the toys and games industry, with kidults emerging as a critical demographic. Brands must innovate beyond nostalgia, combining classic themes with fresh features to sustain long-term engagement.

Sustainability: From trend to imperative

Eco-conscious consumers are reshaping market demands. While brands set ambitious sustainability goals, gaps in affordable, scalable solutions underscore the need for material innovation and streamlined green supply chains.

Digital play redefined

The integration of AR, AI and app-based experiences is transforming play. To unlock the full potential of digital engagement, brands must address high development costs and expand accessibility in emerging markets.

Emerging markets: The next frontier

With developed markets nearing saturation, regions like Southeast Asia and Latin America offer untapped potential. Catering to young, tech-savvy consumers with localised, digital-native products is key to capturing these high-growth opportunities.

Hybrid play: Where physical meets digital

Bridging physical and digital play is driving industry innovation. Rapidly scaling hybrid products like LEGO Hidden Side can unlock global appeal, but success hinges on strategic partnerships and omnichannel execution.