Long before the pandemic, many adults turned to toys from Legos to collectible items to tap 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 TTPM, a toy review site.
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.
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.
Starting early this year, Mattel’s American Girl Cafe added more adult fare like beet and goat cheese salads and cocktails like Aperol spritzes and Bloody Marys after seeing adults show up without children. Last year, Build-a-Bear launched a website called Bear Cave for the 18-year-old and over, highlighting items like stuffed rabbits holding a bottle of wine. And Basic Fun took a high-tech spin on the traditional Lite Brite toy from the 1960s and recreated it as wall art with thousands of pegs and 45 LED lights aimed at the adults in time for the holidays—with a $99 price tag.
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.
“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. ”
Executives say what makes this time different is that consumers are really getting into the role-playing. Build-a-Bear says adults are actually taking their stuffed animals to bed. At American Girl, women get dressed up in outfits inspired by their favorite dolls and are bringing their dolls from their childhood to the cafes and sitting with them, said Jaime Cygielman, general manager and president at American Girl. They’re also bringing them to the doll hospital or the hair salon at the stores to have them repaired or have their hair coiffed, she noted.
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