'Kidults' age 12 and up are buying more toys than ever, with teens and adults driving significant growth for the industry thanks to the pandemic and TikTok

Dec 24 2022 by Business Insider

 
Brands like Lego and Squishmallow are especially popular on TikTok.

TikTok

'Kidults' age 12 and above are comprising a growing sector of the toy industry, according to NPD Group.  NPD Group's Juli Lennett told Insider the growth is largely due to the pandemic and social media.  "Now many of them are hooked," Lennett said of kidults who purchased toys early in the pandemic. 

Turns out toys aren't just for kids after all. 

The toy sector is experiencing a rise in teenage and adult consumers,...

Continue Reading 'Kidults' age 12 and up are buying more toys than ever, with teens and adults driving significant growth for the industry thanks to the pandemic and TikTok