‘Kidults’ responsible for one quarter of toy sales
December 20, 2022
Toys bought by adults (not to be confused with those “adult toys” that come in plain brown packages) are driving most of the growth in the toy industry, according to NPD Group data. Although the “kidult” cohort is considered to start at age 12, many of the consumers buying up action figures, board games and Legos are mature adults looking to rekindle simpler memories of childhood. Purchases by this group account for about one quarter of all sales each year, or roughly $9 billion worth.
Recent News
Merger Forces Kroger and Albertsons To Sell More Stores
Kroger and Albertsons are selling more of their stores to address concerns about their merger.
JD Sports Bids for Hibbett in $1.08 Billion Deal
JD Sports Fashion plans to buy Hibbett Inc. for around $1.08 billion. The move aims to help the UK’s largest sportswear retailer grow in the southeastern United States.
Disney Technology Executive Leaves Company for Personal Reasons
Aaron LaBerge will stay on at Disney until June 2024.
Amazon Ends Drone Delivery in California, Here’s Where It’s Going Next
This new location will allow for quicker, same-day delivery.