By bizn_fun 
“The products that are doing really well at the moment, such as Lego and Pokemon, are the ones that have that cross-generational appeal,” said Melissa Symonds, UK toys director at Circana, which tracks toy sales.
“It is a really difficult balance to hit, and some won’t be able to make it. Some will focus on just the pre-school market, and some on adults – but the real trick is getting the balance between the two age groups.”
Sales of toys and games saw a big lift during Covid as more families spent time at home during lockdowns, but sales had fallen since 2021 until this year.
The kidult market – which is toys and games for those aged over 12 – has been growing, particularly as adults buy toys for themselves.