Business Daily
Business Daily
The adults saving the toy industry
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April 30, 2025
18 minutes
Available for over a year
What gift did you open for your birthday this year? Were you gifted any toys?
Lots of adults were.
In fact, figures suggest that adults buying toys for themselves is keeping the toy market alive, driving nearly a third of global sales. But what’s behind shift? In this episode we meet the makers, the sellers and the buyers.
Produced by: Megan Lawton
Presented by: Sam Gruet
(Image: A man playing with cars. Credit: Getty Images)