Wednesday, February 8, 2023

Toy makers target adult customers

NEW YORK ( Associated Press) – Since the pandemic, Elizabeth Hulanik has turned to childhood toys to relieve stress.

He and his co-workers buy Legos to play with at their desks. He played with the plasticine again, feeling that it helped him mold the putty.

Even her Samantha doll, which she keeps in her cupboard with the dishes, brings her comfort. She had to wait a year for her mother to buy it for her when she was a kid, and now, she says, it reminds her to be patient.

“(It) will probably always be with me. “I’ve always had to fiddle with something, and it’s probably better for me that it’s a toy and not my car engine or something,” said the 37-year-old from Piscataway, New Jersey.

Long before the pandemic, many adults started using toys such as Lego or dolls to encourage the child to comfort themselves. According to Jim Silver, editor-in-chief of TTPM, a site dedicated to toys, the trend intensified and consolidated with the stress caused by the health crisis, which forced many people to isolate themselves for months.

And while the threat of the pandemic looms, everything from Mattel’s American Girl to Build-A-Bear Workshop Inc. Manufacturers around the world see adult interest in toys as an enduring trend and are creating new products, services and websites for that segment.

The so-called “child-adult” market is important. People 18 and older account for 14%, or $5.7 billion, of toy industry sales for the 12 months ending September 2022. Firm Market Research NPD Group Inc. According to , this is 19% more than the previous period. This segment posted the second largest growth after 12-17 year olds.

Earlier this year, the menu at Mattel’s American Girl Cafe began to include adult meals like beetroot and goat cheese salad and cocktails like Aperol Spritz and Bloody Marys as older kids arrived without kids. Last year, Build-a-Bear created a website for people 18 and older called Bear Cave, which featured things like a stuffed rabbit holding a bottle of wine.

LEGO A/S has expanded its adult products manifold since 2020. It now offers 100 sets including space exploration and luxury cars.

Nation World News Desk
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