And while Circana doesn’t tease out that sales data for the 65-plus group, it estimated those identifying as grandparents who bought a toy for their grandchild in its surveys have big spending power, accounting for 19 percent share, or $7.8 billion, of total toy sales in the 12 months ended September. And grandparents spent on average 7 percent more per toy than the total market during the fourth quarter of 2022, the highest amount spent across all buyer segments. That means toymakers have an interested audience in the toy aisles. The U.S. toy industry itself has been in need of a jolt following a weak year, particularly a lackluster holiday 2022 season. The malaise has continued so far th
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