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Here Are Kidults’ Top 10 Favorite Toy Brands

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We ask kidults what their favorite toy brands are and why—and their answers reflect how these nostalgic brands have grown with them…

TL;DR

  • LEGO is 13-39-year-olds' favorite toy brand because it’s fun, relaxing, and keeps things fresh with pop culture-inspired sets
  • Barbie (and Mattel) is a top favorite for young females, for both its nostalgia factor and current inclusiveness
  • Hot Wheels is a top favorite for young males, appealing to real car enthusiasts and collectors
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...

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