Vicki Grey’s LEGO assortment is so huge she’s shifting home to accommodate it.
The 48-year-old has spent £6,000 on multicoloured bricks – and there is £6,000 extra on her want checklist.
She’s one among a rising variety of adults shopping for toys for themselves, who now account for £1 in each £5 spent on toys within the UK.
They’ve steadily elevated their spending to £647m out of an trade income complete of £3.4bn over the previous 5 years, in line with market researchers Circana.
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Vicki Grey now prefers LEGO within the night to a glass of wine
“It’s very mainstream,” says Melissa Symonds, its government director of UK toys.
“We have people being massive fans of products at a much older age than we’ve had previously and it’s not seen as geeky anymore.”
Gross sales to kids are declining as delivery charges fall and youngsters ditch toys earlier, spending their pocket cash on cosmetics and video video games as a substitute. Women’ share of the market declined by 8% between 2020 and 2024, stolen away by the make-up and wonder sector.
Toymakers all over the world have “leant heavily” into advertising and marketing to adults as they search to “plug the gap”, says Geoff Sheffield, chairman of the Toy Retailer Affiliation.
A solution to cope
“Toys are at the intersection of comfort, nostalgia and escapism – all of these are much in need at the moment,” says Professor Ben Voyer, behavioural scientist at LSE.
Nostalgia performs a smaller position in client psychology throughout occasions of prosperity and hope, he explains, however returns with gusto throughout occasions of uncertainty and stress: “Consuming toys is a way to cope.”
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‘Grownup play is one thing that has been round for hundreds of years,’ says Voyer, tracing a line from Venetian carnivals to Comedian-Con
LEGO turned a type of “escapism” for Grey when her mum died 4 years in the past.
“It’s almost like pushing the reset button,” she says, explaining a bag of LEGO has changed a glass of wine to assist her loosen up within the night at her house in Essex.
“I’ve not looked back – but my bank account has,” she laughs.
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Inside what Grey and her husband affectionately name the ‘Vicki Cave’
Jenny Alvey, 19, from Nottingham, began her £300 Jellycat assortment to remind her of her childhood throughout college exams and anxiety-inducing world occasions like Covid and worldwide conflicts.
The stuffed toys have turn into a viral sensation on social media, with #Jellycat connected to 914,000 Instagram posts and 366,000 TikTok posts.
Loaves of bread and strawberries with smiley faces are among the many 16 plush toys that look again at her when she enters her bed room.
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Jenny Alvey, 19, from Nottingham with two Jellycat toys
A social media sensation
“Social media clearly has a lot to do with this development,” says Katriina Heljakka, a researcher on the College of Turku in Finland, who has studied the development for 15 years.
Grownup communities have sprung up on-line celebrating plush toys like Squishmallows and Jellycat and enduring classics like LEGO, Pokemon and Dungeons and Dragons, whereas collectors search to amass all that manufacturers like Star Wars, Marvel and Harry Potter have to supply.
Heljakka factors to the recognition of unboxing movies or photograph excursions of collections.
It is all a part of fulfilling a human “urge to tell stories with objects”, she says.
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Katriina Heljakka. Pic: Petra Laurila/Tactic Video games
“It’s like this little secret underworld,” says Grey of her on-line LEGO neighborhood, which shares ideas and shows.
“I love seeing those and hearing about what people are up to when they’re planning what they’re going to buy next.”
As a part of a neighborhood, she has stopped feeling embarrassed about her passion – one thing Prof Voyer says is driving the growth in toys for adults by lowering stigma.
“Millennials were the first ones to be criticised but also envied by older generations for accepting that it’s fine to play with toys as adults and it sounds like it’s very much embraced as well by Gen Z,” he says. “All of this is something that can provide people with a strong sense of identity and that can define them.”
Heljakka says toys have turn into such a worldwide neighborhood for adults that components of the web are awash with images of collectible figurines at completely different landmarks as they illustrate their travels overseas.
A Sylvanian Households cheetah in Helsinki, a Barbie outdoors Rome’s Colosseum and a Blythe doll in Hamburg’s central rail station are examples of what she calls “toyrism”.
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Ashleigh Greenwood and her daughter Ava. Pic: @avathesquish8
Ashleigh Greenwood, 33, from Milton Keynes, has made mates with fellow Squishmallow lovers from 1000’s of miles away via her Instagram fan account.
What began as her daughter Ava’s curiosity rapidly turned her personal. She’s spent £3,000 on 415 of the plush toys in two years.
“It’s really nice to see people around the world have the same interests,” she says.
Have a look inside Greenwood’s Squishmallows room…
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Have a look inside Greenwood’s Squishmallows room
Adults focused
Toymakers have capitalised on a surge in grownup curiosity with focused advertising and marketing methods.
Squishmallows and Jellycat have put heavy emphasis on social media, producing pleasure amongst grownup followers about monitoring down specific variants, says the Toy Retailer Affiliation’s Sheffield.
Walmart within the US and Toys R Us shops in Asia have created grownup toy aisles, and British retailers are beginning to take notice.
In current weeks, designer toy model Pop Mart launched a pop-up in Harrods promoting the more and more fashionable Labubu dolls and opened its first store inside Selfridges.
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Geoff Sheffield. Pic: Emma Hollings
“LEGO is doing a really good job,” says LSE’s Voyer, pointing to the success of Star Wars fashions, which faucet into grownup nostalgia and fetch as much as £560 at Argos.
Circana’s Symonds says the LEGO botanicals vary – a set of buildable flowers – has had “a huge impact on bringing adult women into the toy market”.
Sellers are altering their packaging to look extra grown-up, favouring blacks over conventional, brighter colors, such because the Playmobil Star Trek Enterprise vary.
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A LEGO Botanicals mannequin from Grey’s assortment
Voyer says toymakers have been focusing on mums and dads, giving them one thing they need to play with alongside their kids.
“It’s definitely a massive bonding experience,” says Squishmallows collector Greenwood.
“I get excited now. Like if we found one that we’ve been looking for for ages, it is like a buzz.”
With extra disposable earnings, sellers can cost adults increased costs – a truth acquainted to Grey, who has splashed out almost £600 on what she calls “the ultimate” LEGO set: a hulking, 9090-piece, 4.5ft-long duplicate of the Titanic.
“No regrets,” she laughs.
“That’s one of the things about being an adult child, that you’re fortunate you’ve got the money.”
The Titanic is about to take satisfaction of place in her new home – as long as it makes it via the journey with none collisions.
