This summer, the toy industry reached a milestone, with adult-only households reportedly accounting for the majority of toy sales in the U.S. This trend suggests that childless adults are becoming the main consumer base for products traditionally aimed at children, including action figures and trading cards. During a visit to F.A.O. Schwarz in Rockefeller Center, the author met with Sharon Price John, a veteran in the toy industry and former president and CEO of Build-A-Bear. John noted that the term 'kid-ulting' has gained popularity, reflecting the growing market of adult consumers.
Build-A-Bear, which allows customers to create customized stuffed animals, has over 600 workshops worldwide, including a significant location inside F.A.O. Schwarz. John shared that the company saw an increase in adult customers after releasing a plushie version of Toothless from 'How to Train Your Dragon.' She stated, 'That was one of the early items where we were like, ‘Something’s fundamentally shifted in how many adults are buying these products.’' Under her leadership, Build-A-Bear adapted its offerings to appeal to adults, contributing to a significant increase in stock prices and adult customer share.
The U.S. toy industry, now valued at nearly $50 billion, has benefited from a marketing strategy aimed at reducing the stigma around adults owning toys. This shift accelerated during the pandemic, as adults sought comfort in toys while spending less on travel and dining. In 2020, U.S. toy sales increased by 16%, reversing a three-year decline. Companies like Lego and McDonald's have embraced this trend, with Lego adopting the slogan 'Adults Welcome' and McDonald's launching its first 'Adult Happy Meal.'
At the Toy Fair, held at the Javits Center in Manhattan, the author observed various companies catering to adult consumers, including dreamGEAR, which sells retro video games. The fair showcased the growing trend of 'kidulting,' with products like Funko Pops attracting adult collectors. Tristan Wigglesworth, known as Top Pops on YouTube, noted that most of his audience is aged between 25 and 44.
Maddie Michalik, a trends expert at the Toy Association, highlighted motivations for adult toy purchases, including nostalgia and display value. She emphasized that the cultural stigma around toys has diminished, allowing adults to embrace their interests without shame. Some experts link the trend of adults engaging with childhood pursuits to broader societal changes, such as delayed marriage and homeownership. Keith Hayward, a social theorist, argues that corporations have successfully extended childhood into adulthood, creating a market for products that appeal to adult consumers.