Adults are buying toys for themselves, and it’s the biggest source of growth for the industry

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There are two things keeping the toy industry afloat right now: inflation and a consumer group known as “kidults.”

These kids at heart are responsible for one-fourth of all toy sales annually, around $9 billion worth, and are the biggest driver of growth throughout the industry, according to data from the NPD Group.

This cohort, which NPD defines as ages 12 and older, has been steadily contributing to the industry for years, but spending has accelerated in the wake of the pandemic, leading to year-over-year gains despite tough comparisons.

Read the full article at CNBC.com

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