Data on Teen through Adult Toy Sales

Modern toy stores and toy departments are, for all extents and purposes, designed for children.  The product selections displayed would lead you to believe that adults and teens are simply not toy end users.

We do, however, know that adults and teens do in fact buy toys for their own use. But just how big is the adult segment? 

While interviewing Anita Frazier of NPD Group last week, I asked her that question. She in response graciously provided me with data on sales of toys to adult end users for 2007 and 2008. 

Here is the dollar share for three segments of end users: 12-17 years old, 18-34 years old and 35 and up*:

Age group                     Annual $ 2007               Annual $ 2008

12-17                                    5%                                  5%

18-34                                    5%                                  4%

35+                                       5%                                  4%

I don’t know about you but I find it amazing that a product category that is broadly and historically marketed as a child’s product actually gets up to 15% of its sales from adult users. Just think how many dollars could be done if stores actually marketed and merchandised with these end users in mind. There is a big opportunity for a retailer who defines their store or department as a destination for these shoppers.

*Source: The NPD Group/Consumer Tracking Service