The toy industry is targeting a new market—Millennial grownups. Adults are spending hundreds of dollars each year on comic books, board games, superhero figures, and fandom merch—on themselves. Since Millennials make more money as adults, they’re treating themselves more—and toy companies like Hasbro, Build-A-Bear, Mattel, and Funko are finding ways to appeal to them. While toys of course activate Millennials’ nostalgia, some brands have also been tapping into their desire to relieve anxiety. YPulse’s upcoming trend report found that 72% of 19-to-37-year-olds have bought a toy or plaything for themselves in the last year. (Ad Age)
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