Adults Now the Biggest Source of Growth for the Toy Industry
Adults Now the Biggest Source of Growth for the Toy Industry

Adults Now the Biggest , Source of Growth , for the Toy Industry.

NBC reports that just two things are helping the toy industry survive - inflation and a group of consumers known as "kidults.".

According to data from the NPD group, 'kidults' are responsible for one-fourth of all toy sales annually, about $9 billion each year.

According to data from the NPD group, 'kidults' are responsible for one-fourth of all toy sales annually, about $9 billion each year.

NPD data shows that this group has been steadily contributing to the industry for years, however spending accelerated following the pandemic.

The group, defined as ages twelve and up, is responsible for year-over-year gains despite tough comparisons.

Despite the first nine months of 2022 seeing a 3% decline in sales, higher toy prices outweighed those losses to see revenue jump 3%.

Realizing the growing demand among 'kidults,' the industry has created a number of product lines aimed directly at these consumers.

The definition of adulthood has definitely evolved.

What it used to mean, to be an adult, was to be a very upstanding, serious member of society, Jeremy Padawer, Chief brand officer at toy company Jazwares, via NBC.

The definition of adulthood has definitely evolved.

What it used to mean, to be an adult, was to be a very upstanding, serious member of society, Jeremy Padawer, Chief brand officer at toy company Jazwares, via NBC.

And to do that you had to demonstrate it intellectually, emotionally, in every other single way.

Now we feel a lot more free to express our fandom as a part of our adulthood, Jeremy Padawer, Chief brand officer at toy company Jazwares, via NBC.

And to do that you had to demonstrate it intellectually, emotionally, in every other single way.

Now we feel a lot more free to express our fandom as a part of our adulthood, Jeremy Padawer, Chief brand officer at toy company Jazwares, via NBC.

Top toy manufacturers like Lego, Hasbro and Mattel have all released lines designed specifically for 'kidults,' usually tied to nostalgic entertainment properties.

We know that this generation does take their jobs very seriously, but at the end of the day, they also want to have fun, Jeremy Padawer, Chief brand officer at toy company Jazwares, via NBC.

We know that this generation does take their jobs very seriously, but at the end of the day, they also want to have fun, Jeremy Padawer, Chief brand officer at toy company Jazwares, via NBC