The Joy Economy: Why the World Fell Back in Love With Toys
For the better part of three years, the toy industry was quietly unraveling. Sales were softening, consumer enthusiasm was hard to pin down, and the category felt like it was losing ground to the endless scroll of digital entertainment. Then 2025 arrived and changed everything. Across 12 major global markets, toy sales surged 7 percent in value, with units sold climbing 3 percent alongside a modest rise in average price. What makes the story richer than the numbers alone is the cultural shift underneath them. Consumers did not just start buying more toys. They started buying them differently, ...
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