Even before the pandemic, many adults turned to toys from Legos to collectible items to tap into their inner childhood for comfort.
Hulanick , with her daughter Abby, sister Sara Gaskill and son Jack having a meal at the American Girl Cafe. Photos: APShe and her co-workers chip in to buy Legos at Target and play at their desks. She also started playing with Silly Putty again, noting she felt comforted by the bouncy rubbery stuff that changes colors.
And even as the pandemic's threat ebbs, toy makers from Mattel's American Girl to Build-a-Bear Workshop Inc. see adults' interest in playthings as long-lasting and are creating new products, services and websites aimed for the older group. "The pandemic certainly served as a catalyst for this trend as adults found themselves stuck at home with nothing else to do with a lot of time in their hands,” said Genevieve Cruz, senior director at Lego, which sees adults of all ages embracing the colourful building blocks."But we do believe that the trend goes beyond the pandemic."
Among the hottest items for adults: Star Wars and Harry Potter-themed Lego sets, plush items like Squishmallows – whimsical stuffed creatures from Jazzwares – and action figures from the likes of Marvel, according to NPD.
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