Hasbro wants kidults to buy more toys. The brand is doubling down on teens and adults to drive growth, and the timing couldn’t be better. As 79% of 13-39-year-olds say that there’s no shame in adults buying toys for themselves, according to YPulse, Hasbro is leaning into nostalgia and collectibles with offerings like Star Wars merch, Spider-Man figures, and even a Play-Doh x Barbie collab inspired by their older fans. Hasbro is tapping into the “kidult” trend—which YPulse has been telling you about—where toys aren’t just fun, but also a form of stress relief. However, looming tariffs on Chinese imports could complicate things, potentially leading to price hikes or product cuts. For now, Hasbro is betting that the demand for comfort and nostalgia among adult consumers will outweigh the challenges ahead. (WSJ)
👀 Read more from YPulse: What Toys Are Gen Z Adults Buying Themselves?
