For the 38th year in a row, HUI Research is now presenting this year's Christmas gift. To previous candidates such as the bread maker, the electric bicycle and last year's Christmas gift - the unisex fragrance - the adult toy can now be added to the list.
However, anyone who associates it with intimate gadgets in discreet packages, hardly suitable for under the Christmas tree, should think again.
Instead, it's about advanced building kits, coloring books with detailed patterns, or toy figures that also function as collectibles, according to HUI Research.
"We are seeing a shift where an increasing portion of toy retail sales are made up of adults buying toys for themselves," HUI writes in its justification.
HUI is highlighting the kidult trend, that is, adults whose interests are traditionally seen as more suitable for children, at a time when the toy industry has had a tough time as a consequence of reduced childbearing.
"We are now seeing a shift where an increasing portion of sales in the toy trade are made up of products marketed to adults," says Emma Hernell, CEO of HUI, in a press release.
1988: Baking machine
1989: Video camera
1990: Wok pan
1991: CD player
1992: Video game
1993: A Scent (perfume)
1994: Mobile phone
1995: CD
1996: Internet package
1997: Electronic Pet
1998: Computer games
1999: Book
2000: DVD player
2001: Tools
2002: Cookbook
2003: Hat
2004: Flat-screen TV
2005: Poker set
2006: Audiobook
2007: The GPS receiver
2008: An experience
2009: The Nail Carpet
2010: The Tablet
2011: Pre-packed grocery bag
2012: Headphones
2013: Raw juice centrifuge
2014: Fitness bracelet
2015: Robotic vacuum cleaner
2016: VR glasses
2017: The electric bike
2018: Recycled garment
2019: The Mobile Box
2020: Storm Kitchen
2021: The event ticket
2022: The home-knit garment
2023: The Board Game
2024: The Unisex Fragrance
2025: The Adult Toy
