Before the pandemic, many adults turned to toys, tapping into their inner childhood for comfort. But all the stresses from the health crisis accelerated and solidified the trend, according to Jim Silver, editor-in-chief of toy review site TTPM.
NEW YORK — Since the pandemic, Elizabeth Hulanick has turned to toys from her childhood to relieve stress.
And even as the pandemic’s threat ebbs, toy makers from Mattel’s American Girl to Build-a-Bear Workshop Inc. see adults’ interest in playthings as long-lasting and are creating new products, services and websites aimed for the older group. Lego A/S has been steadily increasing its products for adults since 2020; it now has 100 sets, including intrepid space exploration and luxury cars.
Such role-playing could be seen at a recent visit to the American Girl Cafe in Manhattan, where Marisa Dragos, 23, along with her childhood friend Lisa Costantino, 24, were eating lunch, with two of the dolls they borrowed from the store. They were visiting from Los Angeles.“ feels sad I’m still in my childhood bedroom because I can’t really afford to move out right now,” Dragos said. “I think it’s funny to me.
The toy industry, which generated annual sales of roughly $38 billion last year, could use some help from adults.
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