Toymakers from Mattel’s American Girl and Build-a-Bear are creating new products, services, and websites aimed at adult audiences. Among the popular toys for adults are Star Wars and Harry Potter-themed Lego sets and action figures.
FILE-Two shoppers look at American Girl doll Marisol Luna offerings at the American Girl Place store in Chicago, Illinois. Since the pandemic, Elizabeth Hulanick has turned to toys from her childhood to relieve stress.
This so-called "kid-adult" market is significant. Ages 18 and older represented 14% of U.S. toy industry sales, or $5.7 billion for the 12 months ending September 2022. It grew 19% since the 12 months ending September 2021, according to the NPD Group Inc., a market research firm. This group also enjoyed the second-fastest increase after customers ages 12 to 17.
"The pandemic certainly served as a catalyst for this trend as adults found themselves stuck at home with nothing else to do with a lot of time in their hands," said Genevieve Cruz, senior director at Lego, which sees adults of all ages embracing the colorful building blocks. "But we do believe that the trend goes beyond the pandemic."
" 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. I still have the dolls, just kind of sitting in my room, but I feel like they’ve grown with me. They are my little friends that I hang out with."
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