Have you been searching for a little pick-me-up lately? Perhaps you’re longing for some child-like wonder in a world that feels like it’s crumbling by the minute. You may not be alone.
Research out of the US in 2024 found that 43 per cent of adults bought themselves a toy in the previous year. Dollar-for-dollar, adults surpassed the 3- to 5-year-old segment to become the most important age group for the toy industry. But what’s driving the increased interest in toys?
Local artist and toy-aficionado Tim McGuire believes the appeal is rooted in a deeply nostalgic connection to his youth.
“We grew up at a time when toys were a huge part of our youth. Let’s say the 1920s maybe had a rag doll, or like a rifle carved out of a piece of wood or something like that. My generation grew up with massive marketing… We were saturated with toys.”
He admits to having spent thousands of dollars on Legos and other vintage toys over the years, not only for himself but for his young children as well.
“Oh, we’re having a baby. Guess what I’m gonna do? So I went and bought all these old Fisher Price toys from the 60s and 70s and 80s.”
For McGuire, the toys of his youth serve as a bridge between past and present. As a new father, he’s able to enjoy these toys again (or for the first time!), this time through the eyes of his children.
Beyond the play side of toys, McGuire also recognizes the aesthetic appeal of vintage toys.
“I look at this Fisher Park schoolhouse, and I just appreciate the love that went into it, like somebody really cared about what they did when they designed this thing.”
Local maker and the Muppets enthusiast, Rita Van Tassel loves the collecting aspect of toys. She most recently purchased a 1970s stuffed bear from Four Points Vintage Market.
As the creator of felt toys, such as house hippos and other whimsical figures, Rita sees a direct link between her craft and the toys she collects. For her customers, toys often evoke a sense of nostalgia, but they also tap into a visual and tactile appreciation for their design.
“Most of my customers are adults who just respond to these precious little things,” Rita shares.
If the world is feeling all too serious, it may be time to consider joining the nearly one in two adults who found a bit of nostalgia, whimsy or aesthetic pleasure in browsing the toy aisle.
“If it made you happy as a child,” says Rita, “this thing should be able to make you happy as an adult. You don’t have to be actively playing with it for it to still bring you some joy.”
