Jeremy Hart, like many others, started as a casual toy enthusiast but has now fully embraced his inner child, delving back into his past to restore fond memories. The shift in perspective came during a visit to the Hot Wheels convention in California with his son, where the nostalgia of his childhood playtime came rushing back, rekindling his interest in miniature cars that were once tucked away in a forgotten toolbox. This rekindling of childhood memories has led Hart, now a 48-year-old, to splurge hundreds of dollars on Hot Wheels, relishing the thrill of tracking down replicas of vehicles from his past or vintage models featured on TV shows like “The Fall Guy” and “The Dukes of Hazzard.” At his auto body shop, Dent Express in Torrance, Hart proudly displays his impressive collection, reflecting a growing trend among adults like him who are reconnecting with their childhood through toys.
Toy companies like Mattel, the Lego Group, Hasbro, and MGA Entertainment have taken notice of this surge in adult toy purchases, catering to this demographic affectionately dubbed “kidults”. According to Steve Totzke, President and Chief Commercial Officer of Mattel, adult collectors now make up a significant portion of sales, with some brands seeing up to 25% of sales from this segment. The COVID-19 pandemic further fueled this trend, leading to a surge in toy sales as individuals found solace in playtime while stuck at home. Circa data revealed that U.S. adults spent over $7 billion on toys in the year ending in June 2024, with a notable rise in sales to adults aged 18 and above.
Azusa Sakamoto, who goes by the moniker Azusa Barbie, epitomizes this trend by amassing a collection of over 600 Barbie dolls alongside various accessories and decor, transforming her West Hollywood apartment into a Barbie wonderland. Sakamoto views Barbie not just as a toy but as a fashion icon, embodying its spirit of optimism and independence that resonates deeply with her. Her story echoes that of many adults who have found joy, solace, and self-expression through toy collecting.
Harrison Woodward, a Lego enthusiast, found his love for building blocks reignited through a Lego Technic set, sparking a renewed passion for intricate creations. He has since spent a substantial amount on Lego sets, leveraging his hobby into a lucrative online venture that allows him to create content full-time. Woodward’s journey highlights the evolving landscape of adult toy consumption, not just as a source of nostalgia but as a means of creative expression and financial opportunity.
While the surge in adult toy purchases reflects a desire for connection, creativity, and escape from reality, experts like Kathy Hirsh-Pasek emphasize the importance of balancing toy enjoyment with real-life interactions. The shift towards adult toy consumption is also evident in the toy industry’s response, with companies like Mattel and the Lego Group creating specialized collectibles for adult enthusiasts. These limited-edition items cater to a discerning audience, appealing to their nostalgia while offering a modern twist.
The embrace of adult consumers by toy companies signifies a growing market segment that values play, creativity, and self-expression at any age. The trend towards adult toy collecting not only reflects a nostalgic yearning for childhood memories but also serves as a form of artistic expression and cultural engagement. As the toy industry continues to evolve, it offers ample opportunities for adults to reconnect with their inner child, fostering curiosity, creativity, and community through the joy of play. So, whether it’s reliving classic moments from the past or exploring new avenues of creative expression, the world of toys remains a timeless and boundless realm for adults to explore and enjoy.
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