Buying toys and collectables being an adult is technically pretty common now, well, sometimes you get weird looks from some cashiers but mostly… common. On a personal level toys have always been an important part of my life there is something really interesting about a tiny version of something you saw on TV or something you like.
Not long ago I was buying dolls (yes, fashion dolls) in a supermarket and I stumbled upon many young adults buying something for themselves. The scene was somewhat funny; usually, you see parents with their kids or parents asking for help to buy a gift, but now things are different. In a recent article by CNBC, they reported that adults are the biggest source of growth for the toy industry and we clearly see why.
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Nostalgia is a heavy weapon
Seems like Millenials are the group responsible for this, as there are just two things keeping the toy industry afloat right now, inflation and Kidults as they like to refer to toys-buying adults in a good part of the article.
Apparently, Kidults are responsible for one-fourth of all toy sales annually, we are speaking of around $9 billion worth of sales which are projected to keep growing. According to the report the main driver for buying a toy as an adult is nostalgia; “Kidults, who tend to spend more on toys, are fond of cartoons, superheroes and collectables that remind them of their childhood. They buy merchandise such as action figures, Lego sets and dolls that might typically be considered for kids.”
The article also mentions other reasons like the definition of adulthood has changed over time, "What it used to mean, to be an adult, was to be a very upstanding, serious member of society. 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." said Jeremy Padawer, chief brand officer at toy company Jazwares.
Collectables are a big part of our lives lately, I bet that you have at least two statues or action figures of your favourite anime or superhero, they even may be part of your house decor, times have changed and to be honest, we are here for it… literally.
Actually, many toy companies have released special lines for collectors and for adults, there are even brands dedicated to collectors, at the end of the day they spend more money than any other parent in collections… I’m guilty of this too.
Are you part of these figures? Once again, times have changed and technically you can spend your hard-earned money on whatever you want!
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