This page contains affiliate links. We may earn commissions when readers interact with or purchase items through these links. For more information, see our affiliate disclosures here.

"Kidults" are the biggest source of growth for the toy industry

Do you collect other toys besides Transformers? Maybe you've got a Masters of the Universe collection you'd like to show off, or maybe you like Thundercats, Voltron, G.I.Joe, Power Rangers, Star Wars, Wrestling, or any of the various comic book toy lines. Please keep the discussions here to non-Transformers toy lines.

"Kidults" are the biggest source of growth for the toy industry

Postby AcademyofDrX » Mon Dec 19, 2022 1:16 pm

Reminder: even for collector-friendly lines, adults may not be the majority audience. However, they're an important market segment, and a bright spot for the industry.


NBC News, Business: "Adults are buying toys for themselves, and it’s the biggest source of growth for the industry"
https://www.nbcnews.com/business/business-news/adults-are-buying-toys-s-biggest-source-growth-industry-rcna62354

"There are two things keeping the toy industry afloat right now: inflation and a consumer group known as “kidults.”

"These kids at heart are responsible for one-fourth of all toy sales annually, around $9 billion worth, and are the biggest driver of growth throughout the industry, according to data from the NPD Group.

"This cohort, which NPD defines as ages 12 and older, has been steadily contributing to the industry for years, but spending has accelerated in the wake of the pandemic, leading to year-over-year gains despite tough comparisons."

...

"Toy manufacturers such as Lego embraced these consumers and created lines, often tied to nostalgic entertainment properties, just for this cohort. Hasbro’s Black Series for action figures, is a prime example of this, tapping into the desire for high-quality Star Wars and Marvel collectibles. Even Mattel has lines from Barbie and Hot Wheels that are designed specifically for this group of buyers."


I have claimed for years now, without direct evidence and against justifiable pushback, that the Generations line has become an example of this. This doesn't address that view at all, but it reinforces the broader perspective I've been pushing.
AcademyofDrX
Godmaster
Posts: 1713
News Credits: 17
Joined: Mon Jul 09, 2018 8:05 am
Strength: N/A
Intelligence: N/A
Speed: N/A
Endurance: N/A
Rank: N/A
Courage: N/A
Firepower: N/A
Skill: N/A

Return to Non-Transformers Toy Discussion

Transformers and More @ The Seibertron Store

Visit our store on eBay
These are affiliate links. We may earn commissions when you purchase items or services through these links.
Visit shop.seibertron.com to buy "VOID RIVALS #1 7th ptg Image Comics 2024 0124IM896 (CA) Di Nicuolo (W) Kirkman"
NEW!
VOID RIVALS #1 7th ...
Visit shop.seibertron.com to buy "COBRA COMMANDER #1 Cvr B Image Comics 2024 1B 1123IM198 (CA) Aja (W) Williamson"
COBRA COMMANDER #1 ...
Visit shop.seibertron.com to buy "GI JOE Real American Hero #301 2nd ptg Image Comics 2023 1123IM808 (CA) ABEL"
GI JOE Real Americ ...
Visit shop.seibertron.com to buy "VOID RIVALS #1 2nd ptg Cvr A Image Comics 2023 APR239177 (CA) Howard (W) Kirkman"
VOID RIVALS #1 2nd ...
Visit shop.seibertron.com to buy "DUKE #3 Cvr E 1:50 Image Comics 2024 3E GI JOE 1223IM275 (CA) Kerschl"
DUKE #3 Cvr E 1:50 ...
Visit shop.seibertron.com to buy "DUKE #1 3rd ptg Image Comics 2024 GI JOE 1123IM897 (CA) Fornes (W) WIlliamson"
NEW!
DUKE #1 3rd ptg Im ...
Visit shop.seibertron.com to buy "COBRA COMMANDER #1 Cvr D 1:25 Image Comics 2024 1D 1123IM200 (CA) Epting"
COBRA COMMANDER #1 ...
Visit shop.seibertron.com to buy "GI JOE YEARBOOK #3 Marvel Comics 1987 (CA) Zeck (W) Hama 220721A"
GI JOE YEARBOOK #3 ...
Visit shop.seibertron.com to buy "VOID RIVALS #5 2nd ptg Cvr A Bitterness Image Comics 2023 1023IM898 (CA) Howard"
VOID RIVALS #5 2nd ...
Visit shop.seibertron.com to buy "COBRA COMMANDER #3 Cvr B Image Comics 2024 3B 0124IM239 (CA) Azaceta"
NEW!
COBRA COMMANDER #3 ...
Visit shop.seibertron.com to buy "GI JOE Real American Hero #298 Cvr B IDW Comics 2022 JUL221613 298B (CA)Sullivan"
NEW!
GI JOE Real Americ ...
Visit shop.seibertron.com to buy "VOID RIVALS #2 4th ptg Image Comics 2023 1023IM893 (CA) Torque (W) Kirkman"
VOID RIVALS #2 4th ...
Visit shop.seibertron.com to buy "DUKE #1 Cvr E 1:50 Image Comics 2023 1E GI JOE 1023IM263 (CA) Sorrentino"
DUKE #1 Cvr E 1:50 ...
Visit shop.seibertron.com to buy "TALES OF GI JOE #3 Marvel Comics 1988 (CA) Hall (W) Hama (A) Trimpe 220721A"
TALES OF GI JOE #3 ...
* Price and quantities subject to change. Shipping costs, taxes and other fees not included in cost shown. Refer to listing for current price and availability.
Find the items above and thousands more at the Seibertron Store on eBay
Transformers Podcast: Twincast / Podcast #348 - Uno
Twincast / Podcast #348:
"Uno"
MP3 · iTunes · RSS · View · Discuss · Ask
Posted: Saturday, April 20th, 2024

Featured Products on Amazon.com

These are affiliate links. We may earn commissions when you purchase items or services through these links.
Buy "Transformers Authentics Starscream" on AMAZON
Buy "Transformers Authentics Bumblebee" on AMAZON
Buy "Transformers Authentics Grimlock Action Figure" on AMAZON
Buy "Transformers Generations Power of The Primes Evolution Nemesis Prime (Amazon Exclusive)" on AMAZON
Buy "Transformers Studio Series 11 Deluxe Class Movie 4 Lockdown" on AMAZON
Buy "Transformers: Generations Power of The Primes Leader Evolution Rodimus Prime" on AMAZON
Buy "Transformers: Generations Power of The Primes Legends Class Autobot Outback" on AMAZON
Buy "Transformers: Generations Power of The Primes Deluxe Class Dinobot Swoop" on AMAZON
Buy "Transformers Attacker 15 Peterman Action Figure" on AMAZON
Buy "Transformers Generations Titans Return Decepticon Quake and Chasm" on AMAZON
Buy "Transformers Generations Titans Return Titan Master Autobot Stylor and Chromedome" on AMAZON
Buy "Transformers: The Last Knight Premier Edition Deluxe Strafe" on AMAZON