Discover What Drives Gen Z Toy Buyers at July 24 Webinar

June 26, 2025 | Whether buying toys, watching classic childhood shows, or attending experiences based on new kids’ media, Generation Z is growing up by staying young. An upcoming Toy Association webinar on Thursday, July 24 will provide insights into the ways this generation is using newfound adult freedom and budgets to take care of their inner child, and how brands can connect with these toy buyers. Registration is now open.

Taking place at 2 p.m. (Eastern), “Kidulting: How Gen Z Grown-Ups are Embracing Toys & Play” will uncover how brands can tap into this generations’ childlike spirit and create experiences that resonate with playful adults. Attendees will also walk away with new knowledge on how Gen Z connects to their childhood through kids’ products and play; what drives this generation to buy toys and watch media made for younger consumers; and the toys that Gen Z shoppers are buying for themselves and the kids’ media they’re watching.

The webinar will be presented by YPulse’s MaryLeigh Bliss, chief content officer, and Chanon Cook, chief research officer. Anne McConnell, senior director of market research & educational initiatives at The Toy Association, will moderate.

The session is open to Toy Association members at no cost; non-members may join for a $99 registration fee. All toy industry professionals are invited to participate, but it is specifically recommended for toy executives and staff responsible for development, sales, marketing, and research.

Questions about this webinar and other educational opportunities offered by The Toy Association may be directed to Anne McConnell, senior director of market research & educational initiatives.