Consumers are turning to toys and video games as affordable avenues for nostalgia, comfort, escapism and social connection amidst global challenges and financial strain. Sales are set to soar by 14% in constant value terms between 2024 and 2029, reaching USD317 billion. Growth is being driven primarily by video games, while traditional toys and games are seeing only modest increases.
Despite global economic uncertainty, toys and video games remain resilient, due to their affordability and emotional value. Consumers are likely to prioritise these categories as accessible forms of escapism.
