Forever young: The rise of the 'kidults'
Toys are occasionally marketed to "children of all ages." In recent years, market research has shown the number of toy-buyers over 12 years old is growing.
The demographic, sometimes called "kidults," now comprises a quarter of the annual toy retail market, and an impressive 60% of the market’s growth in the last year, according to market research company NPD Group.
Dr. Kathy Hirsh-Pasek, a professor of psychology at Temple University, discusses why familiar toys might appeal to us today, and the links between how we played as children and how we socialize now.
Plus, one California-based…
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