Millions of Brits are taking a trip down memory lane – by buying toys they owned as kids, according to a study.
Researchers found 44 percent of the population have purchased play things they enjoyed as children because they bring back happy 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.
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.
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.
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 adult and consider it to be socially acceptable.
However 23 per cent have pretended a toy purchase was for a child rather than for themselves.
Sense of nostalgia
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 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
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