Stephen: Adults buying for themselves biggest driver of growth in toy industry

Photo: US Air Force

There are two things keeping the toy industry afloat right now: inflation and a consumer group known as “kidults.” According to data from the NPD Group, 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.

Kidults, who tend to spend more on toys, have a great fondness for cartoons, superheroes and collectibles that remind them of their childhood. They buy merchandise such as action figures, Lego sets and dolls that might typically be considered “for kids.”