![]() ![]() That connection with imagination didn't end with the lockdowns. "And a lot of that we saw expanded during the pandemic because people went home and they rediscovered play," Zahn said. The toy manufacturer partnered with Netflix to create a larger version of its Lite-Brite set based on "Stranger Things" that can be hung as artwork. Zahn also pointed to Basic Fun as another example of a company transforming its traditionally kid-centric toys into unique items for adults. There's also the Rambler, a take on the retro mini motor-bike, which looks like a swoop bike from the '60s and can reach 15.5 miles per hour. The Razor Icon, which can reach 18 miles per hour, retails for $600 and is part of the company's wider collection of items for kidults. I'm so glad they came up this reminds me of.' and they would tell me a story." ![]() "I just got done with an event and everyone says the same thing, 'Oh, my goodness, I'm so glad they came up with all these adults. "The Razor Icon is literally the adult version of the kick scooter, but it's electric," he said. "Twenty years later, all those kids have grown up," Shave said, noting that Razor has created electric versions of its scooters and ride-ons just for these folks. Within six months, the company had sold more than 5 million units. Razor began selling its classic kick scooter in 2000. "We know that this generation does take their jobs very seriously, but at the end of the day, they also want to have fun," said Josh Shave, senior director of marketing for Razor. Other brands, such as Funko, have always catered toward adult collectors who are in-tune with their inner kid.īut nostalgia doesn't have to be tied to intellectual property. These films are not designed for young kids, instead catering to this older group of toy-loving consumers. Mattel launched its own internal movie company and is set to release "Barbie" in July 2023 and Hasbro bought eOne and will set "Dungeons & Dragons: Honor Among Thieves" in theaters in March. Toy companies have even begun creating their own television and movie content in order to support toy lines. Even Mattel has lines from Barbie and Hot Wheels that are designed specifically for this group of buyers. Hasbro 's Black Series for action figures, is a prime example of this, tapping into the desire for high-quality Star Wars and Marvel collectibles. Toy manufacturers such as Lego embraced these consumers and created lines, often tied to nostalgic entertainment properties, just for this cohort. It became more consequential to the bottom lines of toy companies in the last five years, said James Zahn, editor in chief of "The Toy Book" and senior editor of "The Toy Insider." This kidulting trend started to rise in prominence around a decade ago, as superhero movies and comic book culture exploded into the mainstream. ![]() "Now we feel a lot more free to express our fandom as a part of our adulthood," he said. And to do that you had to demonstrate it intellectually, emotionally, in every other single way." "What it used to mean, to be an adult, was to be a very upstanding, serious member of society. "The definition of adulthood has definitely evolved," said Jeremy Padawer, chief brand officer at toy company Jazwares. They buy merchandise such as action figures, Lego sets and dolls that might typically be considered "for kids." However, in recent years, toy makers have created product lines just for these consumers, realizing that demand is high for this generation of adults who still want to have fun. Kidults, who tend to spend more on toys, have a great fondness for cartoons, superheroes and collectibles that remind them of their childhood. Higher toy prices helped outweigh these losses, as sales revenue for the time period jumped 3%, NPD reported. While sales surged across the board for board games, puzzles and playsets during the pandemic, the first nine months of 2022 saw a 3% decline in sales volume. It's an important moment for the toy industry, too, with the holiday season upon us. This cohort, which NPD defines as ages 12 and older, has been steadily contributing to the industry for years, but spending has accelerated in the wake of the pandemic, leading to year-over-year gains despite tough comparisons. Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit ![]()
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