‘Kidults’ responsible for one quarter of toy sales

Toys bought by adults (not to be confused with those “adult toys” that come in plain brown packages) are driving most of the growth in the toy industry, according to NPD Group data. Although, technically, the definition of “kidult” starts at age 12, many of the consumers buying up action figures, board games and Legos are mature adults looking to rekindle simpler memories of childhood. Purchases by this group account for about one quarter of all sales each year, or roughly $9 billion worth.