NEW YORK (AP) — Long before the pandemic, many adults turned to toys from Legos to collectible items to tap into their inner childhood for comfort. But all the stresses from the health crisis, which forced many people to isolate for months, accelerated the trend, Industry experts and toy makers from Mattel’s American Girl and Build-a-Bear see the behavior as long-lasting and are creating new products, services and websites aimed for the adult audience. Starting early this year, Mattel’s American Girl Cafe added more more adult fare like beet and goat cheese salads and cocktails like apple spritzes and Bloody Mary’s. Last year, Build-a-Bear launched a site called Bear Cave aimed at the 18-year-old and older.
Jamie Cygielman, right, general manager and president at American Girl, leaves a youngster browsing the company’s latest holiday showcase doll set, Friday, Dec. 2, 2022, in New York. Cygielman said roughly half its sales went to adults after a relaunch of the first six American Girl dolls in May 2021 to celebrate its 35th anniversary. (AP Photo/Bebeto Matthews)
Comments