Adult Consumers Drive 75% Surge in CU Toy Sales for Children's Day

Convenience store CU has reported a significant boost in sales due to character collaboration products aimed at Children’s Day, appealing to adult consumers, or "grown-up kids." Character merchandise has evolved from simple toys to essential items for collectors and fandoms.
 
CU announced that from May 1 to May 11, toy sales surged by 75.1% compared to the same period last year. The character collaboration products launched for the family month have sparked interest not only among children but also among the 2030 age group, becoming a key sales category.
 
The adult consumer segment has been the driving force behind the success of character products. An analysis of customer demographics from May 1 to May 11 revealed that buyers in their 20s accounted for 33.1% of purchases, followed by those in their 30s at 28.3%, teenagers at 23.5%, those in their 40s at 12.4%, and individuals over 50 at 2.7%. This indicates that the 2030 age group represents over 60% of total buyers.
 
As a result, CU's sales from character intellectual property (IP) collaboration products have shown a steep upward trend. The sales growth rate was 320.0% in 2023, 82.2% in 2024, and 105.7% this year, maintaining a strong growth trajectory. The number of related product items has also expanded significantly, from about 280 in 2023 to over 370 last year, establishing itself as a major differentiating product line for the convenience store.
 
This year’s limited edition products for Children’s Day have been flying off the shelves. The "Pokemon Card Pack 4 Types," containing five random Pokemon cards, sold 250,000 units within just three days of its launch on May 2. With a limited stock of approximately 265,000 packs, 96% of the available inventory has already been sold.
 
Additionally, a planned product from the animation "Pat and Mat" saw sales of 10,000 sets, with the "Keycap Keyring" becoming a popular item, selling over 5,000 units.
 
The character craze is also evident in CU's own commerce application, "Pocket CU," where nearly half of the top 10 search terms are related to characters, including Pokemon bread, Pokemon cards, Pat and Mat, and Pinglu Greek blueberry.
 
Notably, the "Yozum Pinglu Greek Blueberry Yogurt," released in mid-March, has recorded sales of 200,000 units, driven by its cute character design and random figures appealing to younger collectors.
 
The character trend is spreading across the convenience store industry. Seven-Eleven reported a 180% increase in sales of Sanrio collaboration products during this Children’s Day season, while GS25 saw a 171.1% rise in sales of travel-themed character products compared to the previous month. Analysts suggest that convenience stores are emerging as a key channel for purchasing Children’s Day gifts, surpassing toy and stationery stores.
 
Lim Hyung-geun, head of the product division at BGF Retail, stated, "Recently, character IP has become a core content that attracts customers to stores, moving beyond simple marketing elements. In the future, CU will continue to offer products that provide customers with differentiated experiences and collectible value at convenience stores."