The kidults are more than all right for toy companies
There is more than just escapism at work as grown-up collectors and hobbyists swell the market
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THESE days you don’t have to look far to spot an AFOL. For the uninitiated, these are individuals who call themselves Adult Fans of Lego – a growing customer segment for the Danish toy company that is increasingly chasing this so-called “kidult” market.
From Star Wars figurines to Jellycat plush toys and Labubu monster dolls, adults are hoovering up toys at a rate that has forced the whole industry to rethink its customer base.
Hasbro now courts grown-up collectors, Mattel has launched an adult “brick shop” to build elaborate Hot Wheels cars and “throwback collections” of American Girl dolls from the 1980s and 90s. Lego has a “botanicals” range that allows customers to make bonsai trees and flowers from its bricks – for display as well as play.
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