- Report
- Behavioral
- Report
- Behavioral
North AmericaWestern Europe
Toys and Play Report
Gen Z is growing up, but even though they’re just entering adulthood they already yearn for childhood. This gen doesn’t just want to escape the stresses of being a grown-up, they want to heal their inner child and have experiences filled with child-like joy (think slumber parties, coloring books, and even Disney World).
YPulse’s 2025 Toys and Play report explores why Gen Z adults are bringing playtime with them as they age up, what kind of toys and games they’re buying, and what brands need to know to appeal to them.
Download the full report for further insights
- How Gen Z and Millennials feel about growing up
- The top kinds of toys/games they’re buying—and where they’re buying them from
- What kind of experiences they want to have as adults in order to feel like a kid again
Report length: 19 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded January-February 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in January-February 2025
Additional survey content for Pro users:
Open-end responses on what they’re favorite toy brands are and what their favorite toy brand was growing up, how many have bought a toy as an adult that they didn’t have as a kid.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, and Parent.