30/08/2024

Could a surprising new trend give the toy industry a much-needed boost as the big toy brands gear up for their busiest season? Why so-called Kidults will be snapping up toys and games for Christmas this year. Tadhg Enright talks to the CEO of Build-A-Bear and the boss of Lego about the toy industry's changing customer demographic. And, with the recent success of Barbie the movie, he asks the president and chief commercial officer of Mattel just how important movies and TV series are to the future of toys.