Europeans prioritising purchases that offer “mini moments of bliss”, says Circana’s Eat Play Love report

European shoppers are splashing out on joy, turning to toys for comfort amid a backdrop of war, climate anxiety and economic pressures – according to Circana’s latest report, Eat Play Love.

The report states that consumers across Europe are prioritising purchases that give them more control over their lives and offer “mini moments of bliss” – a shift towards self-soothing consumption.

Toys for adults and teenagers aged 12+ now make up 31% of all European toy sales – double their share 10 years ago. The 12+ market for toys is now worth €4.6bn, up from €3.6bn five years ago. If growth continues apace, by 2034 nearly 40% of all toys sold in Europe will be toys for teens and adults.

“Nostalgia and the ‘joy economy’ are drawing consumers towards new forms of indulgence that provide escape and ‘mini moments’ of bliss, including multistep beauty rituals, immersive dining experiences and playful childhood treats,” said Frédérique Tutt, Global Toys Industry Advisor, Circana.

Circana’s report also highlights the rise of second-hand toys. While toy sales are down overall, second-hand buying is on the rise with 51% of European consumers saying they bought ‘pre-loved’ toys last year. It also reveals that marketplaces like Temu and Shein are booming. 32% of European consumers (39% in the UK) say they bought a toy from a Chinese marketplace at least once during the second half of 2024. For 18 to 34 year olds, it’s 58% (65% in the UK).

The report also highlights that many European consumers are turning to Asian toy trends. Asian brands represent €1 out of €20 spent on toys in the EU (£1 out of every £20 in the UK).

“Long-held ideas about value and necessity are being rewritten as consumers reassess how they eat, play and look after themselves and their loved ones,” said Anne Haine, European Head of Consumer Packaged Goods at Circana.

“Brands that win in 2025 are those that understand this new consumer mindset – practical yet emotional, cautious yet indulgent.”

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