For the 38th consecutive year, HUI Research has announced The Christmas Gift of the Year — a product that captures the spirit of the times. The winner should be something new, or newly relevant, that reflects today’s society and sells widely, either in value or in volume.
This year’s choice, the adult toy, reflects both demographic and cultural shifts. Sweden’s historically low birth rates and the growing dominance of screens are changing how and why we play. The toy industry has noticed that more of its products are being bought by adults — a trend also visible in other European markets. Nearly one-third of all toy sales now target consumers aged 12 and older.
The choice reflects blurred boundaries
We asked Sofia Ulver, consumer researcher at LUSEM (Lund University School of Economics and Management), about what drives this trend.
“It’s always two-folded — a complex interplay between consumption trends, driven by what people see and what’s available, and production trends, driven by market research, costs, and margins,” says Ulver.
According to HUI Research, advanced construction kits, detailed coloring books, and collectible figurines are among the items that qualify as adult toys.
“The choice is interesting because it reflects blurred boundaries that the consumer goods industry has profited from for centuries — in this case, the one between children and adults,” Ulver adds.
Adults may also be turning to toys and creative hobbies to “detox” from screens and rediscover focus. Yet, as Ulver notes, this kind of play remains gender-coded, with men often framing their hobbies as more “creative” or “innovative.”
HUI Research
HUI Research, short for Handelns Utredningsinstitut, is a research and analysis company owned by Svensk Handel (the Swedish Trade Federation). The institute has 50 years of experience in retail analysis through surveys, measurements, and studies of Swedish commerce. This year, HUI Research presents The Christmas Gift of the Year for the 38th time — a tradition that reflects contemporary consumption trends.
A slightly longer version of the article is available on our Swedish website.