Candylab just rebranded to reach both kids and “kidults.” The wooden toy company known for its retro, mid-century designs, is overhauling its visual identity to better distinguish between its playable line for children and its collectibles aimed at adults. It’s a nearly must-have move in an increasingly two-tracked toy market: according to Circana, adults now account for more toy sales than preschoolers, with 43% buying a toy for themselves in the past year. Brands like LEGO and Mattel have been leaning into the trend with nostalgia-driven releases for several years now—and YPulse has reported on that success with young consumers. Candylab is following suit with their newest collabs including Saint Laurent, Kith, and Netflix’s Stranger Things to renew their relevance. (Fast Company)
👀 Read more from YPulse: Here Are Kidults’ Top 10 Favorite Toy Brands
