Sales to "kidults," adults who buy toys for themselves, increased by 6% last year in the UK, despite an overall 5% decline in toy sales. This group now accounts for more than a quarter of the toy market, worth over £1bn annually. Adults cited fun and mental health benefits as the main reasons for buying toys for themselves. Toy manufacturers and retailers experienced a challenging year in 2023, with a 7% decrease in sales and a 5% drop in the value of toy trading. However, the UK remains one of Europe's largest toy markets, worth £3.5bn in 2023.

The annual Toy Fair in London recently concluded, and it was evident that many companies are targeting a wider range of age groups, not just young children. Kidults, defined as those aged 12 and over, are driving the increase in sales to this group, particularly those over 18. Gareth Edwards, a self-proclaimed kidult in his late 50s, showcased his board and card games at the fair. He has been collecting board games for over 40 years and has over 1,000 in his home. Other exhibitors, such as Adam Turner, have also turned their hobbies into businesses, capitalizing on the growing popularity of kidult games.

It's not just board games that are appealing to kidults; action figures, collectables, building sets like Lego, and even cuddly toys are being sold to adults. Social media exposure and the perception that these toys help people relax have contributed to their popularity among adults. The declining birth rate and rising cost of living have also played a role in the shift towards adults buying toys for themselves. With fewer children to buy toys for, some young adults are treating themselves to comforting toys instead of going out or indulging in other activities.

Despite the challenges faced by the toy sector, the rise of kidults has provided a new market opportunity. Toy manufacturers and retailers are adapting to this trend and targeting a wider age range of consumers. The toy industry is constantly evolving to meet the changing demands and preferences of consumers.

Original news source: Cuddly toy sellers chase an unlikely audience: 'Kidults' (BBC)

– Charades
Instructions: Divide the class into small groups. Give each group a list of toy-related words, such as "action figure," "board game," "building set," etc. One person from each group will act out the word without speaking, while the others guess what it is. The team with the most correct guesses wins.
– News Summary
Instructions: Give each student a copy of the article. In pairs or small groups, have students take turns summarizing different parts of the article to their partner/group. Encourage them to use their own words and focus on the main ideas. Afterward, discuss as a class to see if any important points were missed.
– Sketch It
Instructions: Provide each student with a piece of paper and a pencil. Choose a toy-related word from the article and announce it to the class. Students have 1-2 minutes to sketch a representation of that word. Afterward, have students share their sketches and guess what word each sketch represents.
– Opinion Poll
Instructions: Divide the class into small groups. Give each group a set of statements related to the article, such as "Buying toys as an adult is a waste of money" or "Toys can provide stress relief for adults." Have students discuss each statement and indicate whether they agree or disagree. Encourage them to provide reasons for their opinions. Afterward, have each group share their opinions with the class.
– Vocabulary Pictionary
Instructions: Write a list of toy-related vocabulary words from the article on the board, such as "collectables," "perception," "capitalizing," etc. Divide the class into two teams. One member from each team will come to the board and draw a picture to represent one of the words, while their team tries to guess it. The team with the most correct guesses wins.

Sales to "kidults," ? who buy toys for themselves, increased by 6% last year in the UK, despite an overall 5% ? in toy sales. This group now accounts for more than a quarter of the toy market, worth over £1bn annually. Adults ? fun and mental ? benefits as the main reasons for buying toys for themselves. Toy manufacturers and retailers experienced a challenging year in 2023, with a 7% decrease in sales and a 5% drop in the value of toy trading. However, the UK remains one of Europe's largest toy ?, worth £3.5bn in 2023. The annual Toy Fair in London recently concluded, and it was evident that many companies are targeting a wider range of age ?, not just ? children. Kidults, defined as those aged 12 and over, are driving the increase in sales to this group, particularly those over 18. Gareth Edwards, a self-proclaimed kidult in his late 50s, showcased his board and card games at the fair. He has been collecting board games for over 40 ? and has over 1,000 in his home. Other exhibitors, such as Adam ?, have also ? their hobbies into businesses, capitalizing on the growing popularity of kidult games. It's not just board games that are appealing to kidults; action figures, collectables, building sets like Lego, and even cuddly toys are being sold to adults. Social media ? and the perception that these toys help ? relax have contributed to their popularity among adults. The declining birth rate and rising cost of living have also played a role in the shift towards adults buying toys for themselves. With fewer children to buy toys for, some young adults are treating themselves to comforting toys instead of going out or indulging in other activities. Despite the challenges faced by the toy sector, the rise of kidults has provided a new market ?. Toy manufacturers and retailers are adapting to this trend and targeting a wider age range of consumers. The toy ? is constantly evolving to meet the changing ? and ? of consumers.

1. What is a "kidult" and do you consider yourself one?
2. How would you feel if someone judged you for buying toys as an adult?
3. Do you think it's important for adults to have hobbies and interests like collecting toys? Why or why not?
4. Why do you think the toy market has seen a decline in sales overall, but an increase in sales to kidults?
5. Do you think it's fair for toy manufacturers and retailers to target adults with their products? Why or why not?
6. How do you think social media exposure has contributed to the popularity of toys among adults?
7. Do you think buying toys can have mental health benefits? Why or why not?
8. How do you think the declining birth rate and rising cost of living have influenced adults' decision to buy toys for themselves?
9. What other activities do you think adults could indulge in instead of buying toys?
10. How do you think the toy industry will continue to evolve in the future?
11. Do you think it's important for adults to have a balance between work and play? Why or why not?
12. How do you think the perception of toys as a form of relaxation has changed over time?
13. What do you think are the main reasons adults buy toys for themselves?
14. How do you think the rise of kidults has impacted the toy market?
15. Do you think it's important for adults to embrace their inner child? Why or why not?

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