Have you ever bought a toy that you owned when you were little, purely for nostalgia?
C'mon, 'fess up. I bet you've bought something for your child that's a replica of a toy you owned as a child. Millions of Brits have taken trip down memory lane by buying toys they owned as kids, according to a new study – researchers found 44 per cent of the population have purchased toys they enjoyed as kids because they bring back happy childhood memories.
Colouring books, cuddly toys and board games top the list, with jigsaws and Lego completing the top five most popular choices.
And those who have sought to recapture the sense of wonder associated with their formative years own eight toys on average. Eight!
The research was commissioned by Barclaycard following last year’s report by a retail analyst group which found the ‘kidult’ toy industry is worth over £300 million - and is growing three times faster than the toy sector overall.
As a result of the findings, Barclaycard and Smyths Toys Superstores are launching the ‘Big Kids Aisle’ at the London Staples Corner store, where grown-ups will get a chance to play with toys and old and new.
George Allardice, Head of Strategy at Barclaycard Payment Solutions, said: “It’s clear from our research that there is huge demand from adults for kids’ toys and games and the need for light relief isn’t surprising, especially as we get our heads back into the daily grind after Christmas.
“With kidult spending on the increase in a sector traditionally focused on children, there is a real opportunity for retailers to tap into the popularity of playsumerism by providing ‘big kids’ style activities either in-store or at promotional events.
“To help solve this, we partnered with Smyths Toys Superstores to launch the Big Kids Aisle in time for Blue Monday, the most depressing day of the year.”
Playsumerism?! Who knew there was a word for adults secretly loving playing with kids toys. I thought that was just called the perks of parenthood.
The survey also found over half have bought toys for kids in their family because they had owned the toy themselves as a child or because they always wanted it. Aha, see? I knew it.
Fifty-six per cent of the population admit they miss playing with children’s games and toys,, while over half admit playing with kid’s toys and games is stress-relieving.
Seven in 10 don’t see a problem with playing with children’s toys and games as adults and consider it to be socially acceptable.
However 23 per cent have pretended a toy purchase was for a child rather than for themselves.
Amid this, three quarters enjoy shopping in children’s toy shops as it gives them a sense of nostalgia.
While seven in 10 would describe themselves as a ‘big kid’.
It was also revealed 28 per cent of us would like to see retailers stock more adult versions of kids’ toys and games such as scooters and remote-control cars.
The ‘Big Kids Aisle’ area will be filled with retro classics such as Tamagotchis, Teddy Ruxpin and life-size board games as well as current favourites including the Pony Cycle and Cozmo the robot.
It will be open at Smyths Toys’ Staples Corner store between Monday 15th January and Wednesday 17th January.
The first 100 people to visit the ‘Big Kids Aisle’ area will receive a free Tamagotchi.
TOP TEN – MOST POPULAR TOYS AMONG ADULTS:
1. Colouring book
2. Cuddly toys
3. Board games
7. Connect 4
8. Action Figures
9. Beanie Babies
We'd love to hear your views on this story. Do you count yourself as a big kid at heart? Will you be visiting the Big Kids Aisle?! Leave us a comment here or come and join the conversation over on our Facebook page.