The underlying paper studies Legos, not toys in general, so the article title is misleading. The article says "Average returns on LEGO sets are 10-11% annually"

The underlying paper studies Legos, not toys in general, so the article title is misleading. The article says "Average returns on LEGO sets are 10-11% annually", but "are" should be "were" since we don't know what LEGO returns will be going forward. The same is true of stock market returns -- past high returns do not necessarily mean future returns will be high.