In the UK, toy sales have risen for the first time since the pandemic, analysts say, as brands aim to appeal to children and adults. The value of sales rose by 6% in the year to September compared with the same period last year, according to research company Circana. Sales of toys and games saw a big lift during Covid as more families spent time at home during lockdowns, but sales had fallen since 2021 until this year. Overall, annual sales in the UK toy sector have reached nearly £4bn, Circana’s UK toys director Melissa Symonds said.
Film releases such as Stitch, sports like Formula 1 and the popularity of brands such as Lego have driven sales. “The products that are doing really well at the moment, such as Lego and Pokemon, are the ones that have that cross-generational appeal,” said Melissa Symonds.
With so-called “kidults” responsible for a third of sales, many manufacturers and sellers are targeting a sweet spot of products that different generations want to play and collect. “It is a really difficult balance to hit, and some won’t be able to make it. Some will focus on just the pre-school market, and some on adults—but the real trick is getting the balance between the two age groups.” The kidult market—which is toys and games for those aged over 12—has been growing, particularly as adults buy toys for themselves. However, nostalgia also plays a part. Emma Bunce, from Pokemon, said that many parents collected the cards when they were children up to 30 years ago. They now wanted to introduce something similar to their own children, she said, while having some lighthearted relief from the world around them.
The Toy Retailers Association, which represents sellers, has launched the latest of its annual DreamToys series, which lists what it anticipates to be some of the big sellers this Christmas. Some of this year’s picks clearly target more than one generation. The Hot Wheels F1 racing circuit has a higher-priced set for older collectors, with more accurate livery on the cars. The list includes an interactive dinosaur that breaks out of an egg, selling for £65, dolls from the stage and screen show Wicked, and a game in which players have to feed themselves mini marshmallows with tiny hands. The manufacturers of that game said it was deliberately analogue, with no batteries or internet connectivity required. However, they are encouraging players to post videos of the game on social media—an example of the line the toy industry is navigating between physical and online play.
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1.1.What change is reported in UK toy sales this year?
A A continuous decline since 2021.
B The first post-pandemic increase.
C A surge during lockdowns.
D A decrease compared to last year.
解析：选B。1.B细节理解题。第一段明确指出，玩具销售额自疫情以来首次增长（“risen for the first time since the pandemic”），同比增长6%。选项B用“post-pandemic increase”替代原文“risen for the first time since the pandemic”，意思一致。故选B。
2.2.What does Melissa Symonds attribute the success of toys like Lego to?
A Their appeal to multiple generations.
B Their association with movies.
C Their online connectivity.
D Their educational value.
解析：选A。2.A观点态度题。第二段中，Melissa Symonds指出，像乐高和宝可梦这样的畅销品具有“cross-generational appeal”（跨代际吸引力），即吸引多个年龄层。选项A用“multiple generations”替代原文表达，意思相同。故选A。
3.3.What is true about the “kidult” market?
A It makes up a significant portion of revenue.
B It focuses mainly on educational toys.
C Its growth is due to adults’ childhood memories.
D Its consumers primarily purchase toys as gifts.
解析：选A。3.A细节理解题。第三段明确提到，“所谓的‘成年孩童’（kidults）贡献了三分之一的销售额（responsible for a third of sales）”。“贡献了三分之一的销售额”正是一个“显著的收入部分”（significant portion of revenue）。因此，选项A是对原文核心事实的准确概括和同义转述。故选A。
4.4.What trend is shown by the marshmallow game example?
A The industry’s shift to online-only play.
B The blend of physical and online engagement.
C The preference for high-tech toys.
D The focus on child-only entertainment.
解析：选B。4.B例证题。第四段以棉花糖游戏为例，说明该游戏是模拟式（无电池或网络连接），但鼓励玩家在社交媒体分享视频，体现了玩具行业在“navigating between physical and online play”（平衡实体和在线游戏）。选项B用“balance between physical and digital play”概括这一趋势。干扰项A和C与原文相反（游戏非在线-only或高科技）；D错误，因产品针对多代人。故选B。
5.5.Which of the following is the best title for the passage?
A Post-Pandemic Growth in Toy Sales
B The Strategy of Toy Market Balance
C The Rise of Cross-Generational Toy Appeal
D Christmas Campaigns for Toy Sellers
解析：选C。5.C主旨大意题。全文围绕一个核心现象展开：英国玩具市场在疫情后首次实现增长，其主要驱动力是能够同时吸引儿童和成年人的“跨代际”产品。文章多次强调了这一理念，如“cross-generational appeal”、“targeting a sweet spot of products that different generations want”、“the real trick is getting the balance between the two age groups”以及“kidults responsible for a third of sales”。该选项用高度凝练的“Cross-Generational”概括了这一核心现象，且“The Rise”体现了这一趋势的发展，符合标题的要求。故选C。
