Dossier
Kidults
Coverage of Kidults in the Nexus archive.
- Hasbro’s growth strategy isn’t just about kids anymore—it’s about ‘kidults’
Hasbro is shifting its focus from children to adult consumers, termed 'kidults,' with a strategy led by CEO Chris Cocks. The company reported a 16% revenue increase to $1.14 billion, driven by the success of 'Magic: The Gathering' card game and new products like Blooms by Play-Doh targeting adult audiences.
- ‘Kidults’ fuel Japan’s ‘gacha gacha’ capsule toy mania
Japan's capsule toy trend, driven by 'kidults' (adults who enjoy children's toys), has led to the rapid expansion of 'gacha gacha' stores, with about 1,400 shops opening in locations vacated by businesses during the pandemic.