Transformation From Emerging Power To Mainstream Power

For the year ending September 2022, the 18-and-older demographic accounted for about a quarter of U.S. toy industry sales, but 60% of the growth. During the same time period, data from market research firm NPD Group showed that toy spending by those 18 and older grew 19% year-over-year, second only to the 12 to 17-year-old group in terms of growth rate. The 12-and-over group, however, is no longer part of the children's group as traditionally defined by the industry.

This group has caught the attention of overseas toy manufacturers early on.

Since 2020, LEGO has been steadily increasing the number of its products for the non-children group. According to incomplete statistics, LEGO has had hundreds of themed sets for the 18+ consumer group.

In 2021, Build-a-Bear, a well-known plush toy brand, launched a product website called Bear Cave for people aged 18 and above. Not only does the site's design lean toward a darker style, but the product themes also focus on non-child-oriented themes such as "The Office," "Old Friends," "Weird City Nights," and "Lord of the Rings. Now, 40% of the company's total sales come from adults and teens, up from 20% a decade ago (2012).

This year, McDonald's Happy Meal also targeted this group, collaborating with fashion trendy brand Cactus Plant Flea Market in October to launch an adult version of Happy Meal, delivering classic McDonald's mascot dolls from the 8s and 90s, harvesting a wave of sentiment. According to McDonald's President and CEO Chris Kempczinski, only four days into the campaign, half of the original toy volume was sold, showing the strong purchasing power of this group.

According to the NPD Group, the most popular toys for adults include Star Wars and Harry Potter-themed Lego sets, Squishmallows plush toys from Jazwares, and movable figures from the Marvel Universe.