Young Europeans are generally happy in adulthood, but they miss the simplicity of being a kid and want to escape from all the weight of being an adult. This is especially true among young Brits, who miss childhood the most: 75% of European 13-39-year-olds say they love doing things that make them feel like a kid again, +8pts more than the overall average. And with stress factors such as economic instability and climate anxiety impacting their day-to-day lives, who can blame them? Still, for young Europeans, playing with toys / games is mostly fueled by a simple desire for fun, regardless of their age, not just nostalgia for simpler times. In YPulse’s new annual Toys and Play report, we ask 13-39-year-olds in the U.K., France, Italy, Germany, and Spain what kinds of toys and games they’ve bought for themselves. Their answers show a love of unplugging for some classic, childlike fun and cuddly collecting: Board games are their top kidulting purchase Playing games isn’t just digital for young...
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