Article

In an era marked by crisis fatigue, polarization, and pressure to perform, play has quietly become a cultural counterforce. It reconnects people with lightness, curiosity, and joy - emotions that modern life has systematically crowded out. That is why the global toy industry, often underestimated as child's business, has emerged as a mirror for some of the most human and forward-looking brand strategies of our time.

The numbers tell an impressive story. The global toy market is valued at roughly USD 120–122 billion in 2025, growing at a 4–6 % annual rate and expected to exceed USD 190 billion by 2033¹.

After a post-pandemic slump, the market rebounded strongly in 2025, with 7 % dollar growth across all major regions³. Interestingly, not only children drive this growth — adults and teens now account for a significant share, collecting, building, and playing to escape stress and reconnect with creativity.

But beyond the business metrics, the toy sector hides timeless lessons on how brands can stay relevant, human, and loved — even in hyper-rational times.

Secret 1: They don't sell toys, they sell imagination

At its core, the toy industry sells possibility. It understands that play is not a frivolous act but a mental and emotional necessity. In a performance-obsessed culture, toys offer permission to be curious, unproductive, and creative again.

LEGO's "Serious Play" method has even entered boardrooms, proving that play unlocks problem-solving, empathy, and collaboration. Similarly, Minecraft has shown how imaginative worlds can train cognitive flexibility and resilience.

"The opposite of play is not work — the opposite of play is depression."
- Brené Brown, Research Professor, University of Houston

One major growth driver in recent years has been licensing. From Star Wars and Disney Princesses to Pokémon and Marvel, licensed toys now represent a significant share of total sales⁴. But the secret is not simply buying a famous logo - it's translating what that universe enables for the player.

A Marvel toy doesn't just extend a movie franchise; it lets children (and adults) embody heroism. A Harry Potter wand doesn't just recall a story; it gives permission to believe in magic again.

That's the real insight for other industries: Don't chase borrowed fame. Chase the meaning transfer. Stop selling products and start selling what those products make possible. In a time when everything feels optimized, imagination itself becomes a competitive advantage.

Secret 2: Nostalgia is the most powerful emotion in the room

According to Mattel research, 70 % of adults feel they are still "part child". Nostalgia has become an emotional currency that provides comfort and meaning in uncertain times. The success of retro toys, reboots like The Lion King or Super Mario Bros., and the adult collector boom all tap into this longing for simplicity and belonging.

The genius of the toy industry lies in balancing past and future - reactivating childhood joy while constantly reinventing it. For other industries, this means: dare to re-enchant. Tap into the emotional archives of your audience. Familiarity can be a powerful entry point to innovation.

Secret 3: Play connects people across generations

Play is social glue. From Dungeons & Dragons campaigns to pub quizzes or family board game nights, the act of playing builds bridges between generations and dissolves hierarchies.

This is crucial in an age where more than 60 % of people feel there's no sense of community anymore, and 74 % of young adults say it's harder to connect than before.

The toy industry thrives because it gives people reasons to meet. Every brand can do the same — by designing experiences that enable shared moments rather than isolated consumption.

In the end, connection, not communication, is the real growth engine.

The Takeaway

While many industries chase efficiency, the toy industry protects something deeply human: wonder.

It reminds us that utility without emotion is forgettable, and that brands become truly loved when they allow people to feel — not just think.

The next time you walk the aisles of the Spielwarenmesse, look beyond the toys. You'll see a living laboratory of imagination, nostalgia, and connection - three secrets that make play not childish, but profoundly human.

References & Sources

1. DojoBusiness (2025). Toy Industry Statistics and Insights.
2. Research & Markets (2025). Toys Market Size, Share, Trends, Forecast (2023–2033).
3. Circana (2025). Global Toy Market Experiences a Strong Rebound in the First Half of 2025.
4. License Global (2025). The License Global Toy Report.
5. Le Monde (2025). 86% of Toys Sold Online by Non-European Retailers Found to Be Dangerous for Children.
6. Das Spielzeug (2025). Spielwarenmarkt ist zurück auf Wachstumskurs.
7. Brown, Brené. (2010). The Gifts of Imperfection. Random House.
8. LEGO Group. LEGO Serious Play – Methodology and Applications (Corporate Publication).
9. Wunderman Thompson Intelligence (2023). The Age of Re-enchantment Report.
10. Mattel Study (2023). Adult Play & Nostalgia Research.