Playtime Trend Report

Gen Z and Millennial research, trends, and insights

Millennials have grown up, but they’re bringing playtime with them. While the toy industry has been going through shake ups, Millennial grownups are spending hundreds of dollars each year on comic books, board games, superhero figures, and fandom merch—for themselves. The toy industry is also evolving to meet the demands of Millennial parents and their value-based standards for their children’s playtime. This trend report dives into what playtime looks like today, for both grownup kids and the next generation, and the opportunities it’s creating for brands across industries.

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