Young adults have been fueling the “kidulting” trend for a while now—reconnecting with toys, games, and kids’ media in their adulthood, or just not giving them up as they age up. YPulse first explored this trend among Millennials in 2020 with our Playtime report, and again among Gen Z last year with our Kidulting trend report. But at this point, it’s not just a trend anymore—for them, it’s a lifestyle. Toys are part of everything from the latest fashion accessories to the inspiration behind IRL-themed experiences. That’s why YPulse created our new yearly Toys and Play report to explore why young consumers are embracing play, what toys they’re buying, and what brands need to know to reach them. YPulse data shows 88% of 13-39-year-olds have bought some kind of toy for themselves, and they’re not embarrassed to say it. In fact, 79% of 13-39-year-olds agree, “There’s no shame in an adult buying toys for themselves.” A big factor to understand is that toy buying isn’t just about nostalgia...
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