The Biggest Growth Driver Of The Global Toy Industry Is Surprisingly This Group?

Who's buying the toys? It's the adults who are willing to spend money on their childhood.

According to market research firm NPD Group on December 19, this year's "old timers" contributed a quarter of toy sales, or about $9 billion, making them the biggest driver of growth in the industry. NPD's survey shows that these "kids" have a love for Star Wars and Lego, but also for superheroes and collectibles "can't get enough".

Although the LEGO Group has not officially specified how much of its audience is in the adult category, the release of more than 130 LEGO adult products suggests that this is clearly not a minority.

Media analysis suggests that these toys bring back the "kids" who are willing to spend money on Legos, dolls and dolls, and that toy makers have created their own product lines for these consumers in recent years, recognizing the high demand for toys from this generation of adults who want to have fun.

Jeremy Padawer, chief brand officer of toy company Jazwares, said in an interview that the concept of adulthood has definitely changed, and that being able to boldly say "I'm a Star Wars" fan is part of adulthood, the media said.

Adulthood used to mean being a very decent, serious member of society. You had to prove it intellectually, emotionally and in every other way. Now we think it's part of coming of age to express more freely that we're fans of a particular anime or movie.