The Challenge
The toy market was declining by 7% and growth demanded new audiences. With a lack of clarity on where to expand, our client, a leading toys manufacturer, turned to evidence-based direction.
The Work
Through social listening and search data, we mapped demand across underserved audiences and identified passion clusters beyond traditional collectors. The research quantified untapped opportunities, revealing that a broader adult audience sought relaxation, cognitive challenge, and premium products that also served an aesthetic purposes in the home.
The Impact
Five of our innovation concepts were launched over two years, with one becoming the top-performing product in its segment and adult sets growing to 15% of the portfolio. By unlocking broader audiences, revenue hit £8 billion in 2024, up 13% whilst the broader toy market contracted, proving these audiences weren’t niche, they were the future.
