Melissa Symonds, Circana's executive director of UK toys, said that, for many adults, soft toys and collectible figures offer comforting nostalgia and represent "escapism from global turmoil".
Kids are picky, fickle little creatures, and honestly, that’s a big part of their charm. The toys they want are ever-changing, and it can be hard to keep up with what trend is cool and what’s “Ugh, so ...