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By 2030, and that estimate is at the conservative end of the scale. But falling birth rates and some of the highest inflation rates we ve seen in decades have created challenging conditions for manufacturers and retailers, and signal more tough times to come. While the covid pandemic boosted sales of toys and games temporarily, big name companies report that sales have started to slip back once again. Let s have a look at some of those numbers. Global toy sales reached $108] billion in 2023, a 2% drop compared to 2022, with toy companies calling it a normalisation process after that exceptional growth linked to the pandemic. But across the 612 countries, including the uk, france, germany, and spain, sales declined by 7% in 2023 compared with the previous year, but they were still 17% higher when compared to 2019, before the pandemic. I caught up with the boss of build a bear, a much loved company which allows shoppers to customise their own teddies. She s also the head of the global or

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