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Western Europe

What Toys Are European Kidults Buying?

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For Gen Z teens and adults in Europe, buying toys and games to connect with their inner child is all about going analog…

TL;DR

  • For kidulting Gen Z, buying toys and games isn’t only about nostalgia
  • Board games are European Gen Z's top toy and game purchase
  • Gen Z females are big plushie buyers in Europe
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...

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