Toy sales are bouncing back globally, fuelled by adult buyers, AKA "kidults". In the UK, sales jumped 8% in early 2025 after a 4% drop last year. Across five major European markets, adults now make up 18% of sales (£2bn, €2.3bn), up 10% year-on-year. Nostalgic favourites such as Pokémon cards, Lego sets, action figures and collectibles dominate... See more

It appears that among their many advantages, the Chinese are very good at keeping the hashtag#west in child-mode, and this just might be their secret weapon

I came across a short article this morning in hashtag#Yelp that reported a 350% surge in searches for adult summer camps. Not retreats. Not networking events. Summer camps. For adults.