Kidults are SAVING the Toy Industry?

Sarah Whitten from CNBC just released an article today saying that adult toy collectors or as they called us "Kidults" now make up 1/4 of all toy sales or 9 BILLION in revenue. What does this mean for toy collectors? How does this change the previous notion that we were an unimportant slice of the action figure industry? Watch to hear my thoughts and share your own in the comment section below!

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[dolphin]

The 80's Master plan worked!
Decades later they still got us buying TOYS!

[ankharahallstrom]

I think when I grow up I'm going to be a kidult. I don't think I'll ever stop liking toys, coloring books, or dolls. Weirdest thing about me is I sometimes watch TV shows for preschoolers, I don't know why, but I enjoy escaping to those magical worlds where everything's always okay.

[kdfn]

It really hits home how Gen X was the first generation of children to get the full blown corporate media merchandise treatment. So many of us are lifelong fans and consumers.

[BlkRamGuy]

First off, I HATE the term "kidults" because it's insulting. We are adults, we all physically grew up from our adolescence (maybe not mentally)! If you want to your kids to be more interested in toys then remove the video games from their lives. A friend of mine did that with his kids and now they spend way more time together playing, interacting and bonding with his kids.

[Stygian]

I've been buying toys as an adult since my 20's. Fast forward 30 years and I feel like I was always on the cutting edge of being a 'kidult'

[ToyKennections]

Proudly a kidult!!! This is a great article that shows us the hobby we all share is growing.

I still dare you to rewatch the great debate... though have a few drinks beforehand to get you in the mood 🤣

[toekneebeeears]

I have mixed opinions on this. If the toy industry is to survive the next generation must also be interested in toys. And as adult collectors(a much better tittle than "Kidults") we should use our power to force change. Price should be our biggest concern. Both the kid and adult market depends on affordability. If toys are overpriced the industry will fall.

[kevinscott]

Toy companies need to make lines that appeal to both kids and adults therefore a rerelease of the 80’s Care Bear and Cousins action figures MUST be made in 2023 or we riot!
❤️🧡💛💚💙💜

[deflepmarc]

Scott neitlich toy guru doesn’t believe this article. Lol he just did a video about it.

[kapiteinfox]

There’s definitely something to be said for how advertising targeting us as kids has now impacted how we as 30-40 year olds search out dopamine hits. And while “kids today” certainly have other predatory practices to contend with, us 80s/90s kids were hit full blast every day after school and twice on the weekends, with the tv advertising hose. And in a way that I don’t think really is comparable to how kids watch shows today, with streaming and such. My daughter mainlines Gabby’s Dollhouse, but she’s not seeing commercials for the toys every 8 minutes like clockwork.

I love toys, and always have. There’s a joy to be had holding a physical representation of a world or character that means something to you. However, there’s also a reason why most adult collectors only stray one standard deviation one way or the other from what they collected as a kid. I think there’s room for discussion of it being a healthier habit/hobby than some, while also recognizing that there’s some deeper psychological aspects that warrant unpacking when it comes to us “Toys R Us kids” of a certain age.

[tomchorlton]

I think kids have more fun with apps and video games than our generation did. So I think it’s probably ok. I suspect the toy collecting market may die out with our nostalgia fueled generation.

[Lasastard]

I think it's funny to think that we were so... conditioned... to love these figures that we still keep buying them decades later. Job well done, marketing guys from the 80s!

[IuriFiedoruk]

Here in Brazil, the biggest toy store, Ri Happy, owner went to US mid year and found about adulta buying toys - don't know why he went so far, he needed only to stay at a store and ask for whom adults are buying. But anyway, with that they started a successful nostalgic campaign with Estrela toy manufacture, the same that sold MOTU here in 80s and will start making adult sections on their site and stores, because of, lots of money.

[SawyerFamilyReviews]

Yeah I really see this as a loss as opposed to a victory... Most of us adult collectors are collectors because we loved the toys we had as kids. And most of the properties today are just reinterpretations of the properties from when we were kids. As the older demographic becomes more important and the younger demographic shrinks, so does the chance that those kids will grow into adult collectors- And so too does the chances of creating new properties that will then resonate with them as adults. When was the last time we had an evergreen property created? Maybe Power Rangers? Pokemon? Since then, has there been a lasting property that would be revived and reinterpreted again and again over the decades? Think back on the 80s and all those properties created as KIDS TOY LINES that have then gone on to be revived again and again for new generations. I feel like we are on a downward spiral for toy property innovation and creation if the adult collector becomes the primary audience. You will continue to see a focus on just nostalgia properties... and as we grow older and die off, there won't be a new generation to replace the adult collector because they won't have anything to be nostalgic for.

[ozstradamustoyz]

I can't say I appreciate the term kidults either. But I do agree our generation does have a greater fondness for a simpler time and buying these toys takes us back with the nostalgia. Older generations may not understand it as they never had toys quite like we did in the late 70's through the 80's and 90's. The younger generations remember more the video games that took over their child hoods. We had cartoons that sold us toys and we still want those toys. I love sharing this fun and pation with my boy and I hope that he passes it down to his kids. I'll keep buying as long as they don't keep pumping up prices.

[nicholasdickens]

This ¼ will be bigger soon. I can see it grow to 30% and more. People aren’t growing out of toys – we are growing into them.

[whozyourdaddy]

I prefer the term "adult collector."

*sips champagne from plastic He Man cup.

[joeycuriel]

I fully support the kidult label. I went by Joe for decades. When I had kids I felt my youthful spirit return so much so that I started to go by Joey instead. This toy collecting lifestyle awakens the kid in this adult and it’s all positive.

[lifelongtoycollector]

"Kidult"? Don't patronize me, CNBC. 🙃

[JuanJimenez-mfjm]

Of course... purple deadpool would have a dispute with said article 🙄