Not just for kids: Toymakers aim more products at grown-ups
Associated PressNEW YORK — Since the pandemic, Elizabeth Hulanick has turned to toys from her childhood to relieve stress. And even as the pandemic’s threat ebbs, toy makers from Mattel’s American Girl to Build-a-Bear Workshop Inc. see adults’ interest in playthings as long-lasting and are creating new products, services and websites aimed for the older group. Starting early this year, Mattel’s American Girl Cafe added more adult fare like beet and goat cheese salads and cocktails like Aperol spritzes and Bloody Marys after seeing adults show up without children. “The pandemic certainly served as a catalyst for this trend as adults found themselves stuck at home with nothing else to do with a lot of time in their hands,” said Genevieve Cruz, senior director at Lego, which sees adults of all ages embracing the colorful building blocks. Sharon Price John, CEO of Build-a-Bear, said she started noticing adults buying the stuffed animals for themselves five years ago and it’s only grown since.
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Not just for kids: Toymakers aim more products at grown-ups
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