Toy brands are leaning into sports collabs to appeal to kids and their parents. While toy sales have been relatively flat the last few years, with 2023 even being called “the worst-performing year for sales,” sports licensing and toys revenue is exploding. And as more collabs are announced—like Barbie’s WNBA deal and upcoming Lego x Nike products and experiences—it’s clear the two industries actually share many core values, particularly that of “physical play” which encourages both creativity and physical activity. Both are noted as important especially to adults buying toys for the kids in their families, making overlap between the two a “bright spot” to trade consumer awareness between two brands’ typical demographics. (Ad Age)
📊 YPulse data: 85% of 13-39-year-olds play with games or toys
