Latest / The Demographics Podcast with Fexingo: Aging Populations, Birth Rates, and Economic Impact
How Falling Birth Rates Reshape the Toy Industry
Toy sales have dropped 8% over the past five years as birth rates fall in developed countries. Lucas and Luna explore how Mattel and Hasbro are pivoting to older demographics, licensing adult nostalgia, and betting on collectibles like Squishmallows and Lego botanical sets. They break down the shift from baby toys to 'kidults' — adults buying toys for themselves — which now accounts for 25% of industry revenue. Specific examples include Mattel's Fischer-Price expanding its smart device line and Hasbro's Monopoly becoming a lifestyle brand. The episode also touches on…
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