Grown-Ups Fuel Toy Boom: How to make money moves?

3 Ways to Help Adults Rediscover Fun

While parents might be pulling back on toy purchases for their little ones, 43% of adults treated themselves to a toy in the past year. In fact, adults outspent preschoolers for the first time in Q1 2024 – racking up $1.5B in toy sales.

Pokémon cards, Legos, dolls, Squishmallows, Barbie — these are all the things that bring back that childlike joy.

So what’s behind this adult toy craze?

😷 Pandemic Therapy: When life got heavy we learned to find joy where we could. Toy sales spiked 37% during the first two years of Covid with adults leading the charge.

🎬 Media Influence: The blockbuster success of Barbie (and some slick marketing from Mattel) reignited our love for dolls and the simple pleasures of childhood.

💝 Nostalgia + Collectibles: The $13.9B collectible toy market is driven by adults craving the comforts of their youth.

But beyond nostalgia, these toys also help ease the anxiety of adulthood, offering a bit of relief from the pressures of acting like an adult.

Here are three money-making ideas to ride the toy wave:

1. “Embrace Your Inner Child” Experiences
   Tap into the experience economy by offering immersive, playful events for adults. Ideas include:

   1. 🏕️ Childhood Retreats: Let attendees relive carefree days with water fights, treehouse building and more. Make it a group thing, or offer private retreats for friends to bond over old-school fun.

   2. 🧸 Toy-Making Workshops: Host hands-on sessions where adults craft their own toys. Whether it’s woodworking, painting, or even 3D printing, this combo of creativity and play will draw big crowds.

   3. 🤸 Fitness for Fun: Forget regular workouts — create fitness classes inspired by playgrounds, obstacle courses, and nostalgic games like Super Mario. An inflatable 5K? Already a hit.

2. More Playful Public Spaces
   Why should playgrounds be for kids only? Adults want in on the fun too. Take inspiration from immersive museums like WNDR and Meow Wolf, and bring that energy outdoors. Rent a space, add swings, see-saws, slides, and open it up for adult playtimes. Think of it as a playground… just for big kids.

3. A “Kidult” Community
   Build a space where adults can embrace their inner child. Call it “The After School Club” or something similarly nostalgic. Incorporate things like:

   1. A toy trading marketplace

   2. A forum for sharing tips and cool discoveries

   3. Monthly events and challenges that let members connect and play. Charge a membership fee — you’d be surprised what people will pay to turn back the clock.

The rise in adult toy sales shows us that grown-ups are craving playtime. Whether it’s through toys, games, or fun experiences, there’s a world of opportunity to help adults reconnect with their inner kids.

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