The good news, and it is very good news, is that grandparents are spending a great deal of money on traditional, physical toys. According to an NPD press release entitled, "Accounting for $7 Billion of U.S. Toy Industry Sales, Grandparents Hold Considerable Spending Power, According to NPD", grandparent toy purchases represent roughly 25% ($7 Billion) of U.S. toy sales.
In fact, according to NPD: "While parents spend the most on toys, grandparents’ spending growth in the last 12 months exceeded nearly all other consumer segments, including parents. In addition, grandparents’ online spend has grown at a faster rate than any other toy consumers."
I basked in that information for a while and then this thought abruptly barged its way into my brain: "What happens when this current set of Baby Boomer grandparents finishes out their stay here on earth. What impact will that have on the business of play and toys?"