“Kidulting” is sustainings sales for toy companies. Major brands like Mattel, the Lego Group, Hasbro, and MGA Entertainment are tailoring new product releases to appeal to adult customers, as adult sales actually surpassed preschoolers in Q1 this year. And data from Circana indicates that adults in the U.S. have spent close to $7B on toys in the one year before July 2024, with top-selling items including Pokémon, Star Wars, and Squishmallows. Many of those who buy in say this hobby serves as a reminder of their enduring love for the things that brought them joy as kids, while also cultivating new connections with others who share similar passions. Plus, “kidulting” is not just driving sales—it’s also giving rise to a new gen of influencers and collectors on social media who further normalize adults owning toys. (Los Angeles Times)
📊 YPulse data: 79% of 25-39-year-olds agree, “Grownups need toys just as much as kids do”
