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.
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
