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Western Europe

Young Europeans’ Favourite Toy Brands in the U.K., France, Germany, Spain, and Italy

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Playtime for young adults is alive and well, and these are the toy brands winning the hearts (and playrooms) of young Europeans… 

TL;DR

  • LEGO is the top favourite toy brand in the region, across countries
  • Nostalgia and a love of imaginative play are major themes making toy brands their top picks
  • Despite sharing some toy brand favourites with their peers in North America, some country-specific toy brands shine through as favourites
YPulse has made it clear that the kidulting trend is going just as strong in Western Europe as it is in North America, with Gen Z and Millennials in the U.K., France, Germany, Spain, and Italy buying up plenty of toys into their adulthood. In fact, YPulse’s Toys and Play report shows the majority (78%)...

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