The kidults are more than all right for toy companies

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.