Amid declining sales in the toy industry, adults are increasingly buying toys for themselves as a form of escapism from global challenges. Research by Circana reveals that toy sales have fallen by 3% due to rising costs of living and a decreasing birth rate, yet purchases by ‘kidults’ have surged, with one in five toys sold to those over 18. The Toy Retailers’ Association anticipates strong sales this Christmas, listing popular items that cater to varied age groups and emphasizing nostalgic products like Lego as vehicles for positive mental health.