Toy companies target growing market of adult collectors known as kidults

newser.com

The toy industry is increasingly targeting "kidults," or adult toy collectors. This market has grown significantly, with adults spending $7 billion on toys for themselves in the year ending June 2024. From January to April 2024, adult toy purchases surpassed those for preschoolers for the first time. Sales for adults aged 18 to 34 rose by 10%, while those for adults 35 and older increased by 9% from April to June. Companies like Hasbro are benefiting from this trend, with rising sales of G.I. Joe figures and other collectibles. Popular items among adult consumers include Pokémon, Star Wars, and Lego sets.


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Toy companies target growing market of adult collectors known as kidults | News Minimalist