Kids at heart: 'Kidults' help toys reach sales records

Guest: Adrienne Appell, toy trends expert and senior vice-president of marketing communications of The Toy Association While many industries were devastated by the pandemic, the toy industry enjoyed record breaking sales. One of the most interesting trends to come out of the past two years is that growth shows adults are buying toys for themselves, which the industry has dubbed the "kidult" category. From expensive Lego sets to collectibles for fans of all kinds, there are now toys for people of all ages and also in every price range. This trend is being fuelled by many factors including social media, people trying to recapture their youth and the emphasis on self care and wellness.