A wave of "kidults" rediscovering their favourite toys from the '80s and '90s drove Southeast Asia's toy market to $56.6b in 2024. On page 12, Toys “R” Us CEO Leo Tsoi explains how the brand redesigns its stores and product offerings to bank on this nostalgia. Meanwhile, blind boxes are fuelling a collectible toy craze, and our story on page 7 reveals how brands like Funko and Pop Mart are cashing in on the trend.
