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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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A Lego replica of the Comic-Con convention floor at the Comic-Con International in San Diego, California, in July.
PHOTO: REUTERS
Anjli Raval
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.
