There has been a surge in adults embracing their inner child during the pandemic, with many turning to toys and activities from their youth as a way to relieve stress and anxiety. Bob Friedland is one example, filling his home with Lego sets to recreate his favorite childhood memories. This trend has expanded beyond just personal hobbies, with companies like MGA Entertainment and Lego capitalizing on the adult market with products targeted to these “kidults.” Even schools that train future toy-makers have incorporated these products into their coursework, indicating the growing impact of this trend on the industry.
Statistics show that adults now make up a significant portion of global toy sales, with a rise in purchases by adults compared to children. The trend is not just limited to the US, as European and other markets are also seeing an increase in adult toy purchases. This shift has been attributed to factors such as nostalgia, self-expression, and social connections, as adults find comfort and joy in revisiting their favorite childhood pastimes. Model kits, clay sculpting, trading cards, and Legos are among the most popular categories for this growing demographic.
Social media has played a significant role in fueling the trend of adults embracing toys and activities typically associated with children. Platforms like Instagram and TikTok have provided a space for individuals like Sydney McKenna to showcase their toy collections and connect with others who share their interests. The visibility and popularity of these accounts have contributed to the surge in toy sales driven by adult consumers, as seen with the success of products like “The Simpsons” figurines.
Toys have always held a special place in the lives of adults, whether for investment purposes or sentimental value. Collecting toys and engaging in creative activities like building model sets have long been outlets for adult creativity and self-expression. The surge in adult toy sales reflects a broader cultural shift towards embracing childhood experiences as a way to find joy and comfort in an increasingly complex and demanding world. The growing popularity of toys among adults highlights the importance of play and nostalgia in maintaining a sense of balance and simplicity in adult life.
Lego, a brand that has been synonymous with creativity and play for generations, has adapted to the increasing demand from adult consumers. Through products like the Botanicals line, which offers intricate floral sets inspired by nature, Lego has successfully catered to the needs and preferences of adult collectors. By offering sophisticated sets designed specifically for adults, Lego has tapped into the growing trend of adults seeking out toys and activities that allow them to reconnect with their youth and find moments of joy and relaxation.
Ultimately, the trend of adults embracing toys and activities typically associated with children is a reflection of the need for simplicity and joy in adult life. Whether it’s building Lego sets, collecting figurines, or engaging in other creative pursuits, adults are finding solace and comfort in revisiting the nostalgic pleasures of childhood. This trend underscores the importance of play and self-expression in maintaining a sense of balance and well-being in an increasingly complex and demanding world. As pop culture historian Roy Schwartz noted, it takes maturity to retain the simplicity of childhood, and in today’s fast-paced world, finding moments of joy and celebration is more important than ever.
