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Adults are driving the toy industry’s growth. Why?
Pokemon cards have soared in value in recent years, thanks in part to adult collectors.
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Martin Lelievre
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AFP via Getty Images
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Topline:
How did this happen? James Zahn, editor-in-chief of industry trade magazines The Toy Book and Licensing Book, says this trend accelerated in 2020 because of stimulus checks.
Research group Circana found that in the first half of the year, adult-only households made up 55% of toy sales and are driving industry growth.
Listen
17:03
Adults are buying more toys than ever and not for their kids
“ Families were flush with cash…and they weren't going out, so they started reconnecting with the things they were interested in," Zahn said during a conversation on AirTalk, LAist 89.3's daily news show.
They also got into:
- Should you let your kids play with the expensive stuff?
- Are toys able to compete with digital devices for today’s kids?
- How is marketing for adults changing the experience for kids?
Listen: to the full conversation above to learn more about adults' renewed love for toys.
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