ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Despite a rise in screen time, kids still like playing with traditional toys.

Despite a rise in screen time, kids still like playing with traditional toys. According to the NPD Group, toy spending in 2018 was $21.6 billion, down 2% from the previous year but higher than 2016. Action figures and accessories and dolls were two categories that went up in gains, and according RoosterMoney, Lego topped the list for toys that 4-to-14-year-olds were saving up for in 2019. While being online can take kids’ attention away from toys, it generates interest in them as well—thanks to unboxing videos and toy-review channels on YouTube like Ryan’s World. (eMarketer)