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12-23-2022, 12:29 PM | #1 |
Bill Cosplay
Join Date: Feb 2014
Location: Staying clear of knee-jerk nerds.
Posts: 5,914
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I often have NPR playing in the background while I work, and they had a story a few days ago on adults buying toys for themselves. They talked a lot about Lego, so I wasn't really paying attention, but I caught something about Hasbro having someone in charge of just creating and marketing toys to adults, and they were talking to or quoting that person.
This is something I kinda suspected, that all the "retro" lines are a sort of joint effort between the different brands and overseen by a specific "toys for adults" division. I've noticed that Walmart seems especially interested in "retro" toy lines (GI Joe Retro, Ghostbusters Retro, Transformers Retro, McFarlane's Super Powers have been/are all Walmart exclusives), which makes sense from a big box retailer standpoint because it targets adults who are going to be in the store anyway for other stuff. I don't think an idea like that comes out of the blue. I think it requires a sales team selling that idea to retailers. Anyway, I think the Joe o-ring stuff is in the hands of this division more than the Joe Brand Team itself. This might explain why we aren't getting news on the o-ring line. It could be the o-ring line was originally meant to be a Walmart exclusive, but something happened (Walmart cancelled due to production delays or something like that) and Hasbro had to improvise. Found the story: https://www.marketplace.org/2022/12/...ult-nostalgia/
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12-23-2022, 01:02 PM | #2 |
Crimson Guard
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If you find a link to the article, please share. It's not currently on their website.
Sure hope you're right re: O-Ring. Really banking on more of those being released in 2023.
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12-23-2022, 01:08 PM | #3 |
Bill Cosplay
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Quote:
https://www.marketplace.org/2022/12/...ult-nostalgia/
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12-23-2022, 01:10 PM | #4 |
Crimson Guard
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Ohhhh, Marketplace. American Public Media, you scallywags!
Thanks for sourcing so quickly! EDIT: IIRC someone suggested "kidult" was an insult in the Classified general thread. Do y'all think so?
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12-23-2022, 01:16 PM | #5 |
Bill Cosplay
Join Date: Feb 2014
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Quote:
I personally don't care about "kidult," but I'm not a hardcore collector. I think anyone who takes offense at something like that is insecure and actually validating the "kid" part of it and the notion that adults buying kid's toys are childish/immature. Act like an adult, own your silly shit and let your freak-flag fly! lol
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"Good luck in your senior year!" "If Adolf Hitler flew in today, they'd send a limousine anyway." "This ain't no party. This ain't no disco. This ain't no foolin' around." Last edited by SmokeBellew; 12-23-2022 at 01:21 PM.. |
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12-23-2022, 01:27 PM | #6 |
Mass Nerderer
Join Date: Nov 2013
Location: Slitherin' around the tank- It's cool, though, 'cause I'm being "watched"
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Great post, Smoke. This is something I always just took as a matter-of-course, despite the many that insist that adults are a drop in the bucket towards a toy line's success. I mean, surely these companies aren't making all of this nostalgia-fueled product for a demographic that don't have any nostalgia for it. It's good to see some concrete confirmation.
As an aside, Anders needs to up his game if he only spent $1000 this year on Legos... or perhaps I need to reevaluate some of my financial decisions.Not at all. After all, I'm here everyday, most of the content I consume online is toy-centric, and I'm surrounded by toys new and old. I'm nothing if not self aware, so I own it.
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12-23-2022, 01:30 PM | #7 |
Browncoat
Join Date: Apr 2007
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Maybe after all these years of still trying to go after the next generation of Kids - companies have realized that the Adults are a better market. Kids are not playing with this stuff. Stop trying to win them over. Make this stuff for US - and make different stuff for the Kids. Make what they want... not what we want to force them to like.
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12-23-2022, 01:46 PM | #8 |
Bill Cosplay
Join Date: Feb 2014
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Quote:
Maybe after all these years of still trying to go after the next generation of Kids - companies have realized that the Adults are a better market. Kids are not playing with this stuff. Stop trying to win them over. Make this stuff for US - and make different stuff for the Kids. Make what they want... not what we want to force them to like.
"It?s a multi-generational play for Hasbro. Get the parents playing with action figures again, and guess what the kids will want from Santa." Adults buying toys is only the "better market" right now. Traditionally, you targeted toys to kids, not adults. This is an aberration. They're trying to seize upon this aberration/current reality in hopes it'll reignite a love for toys in children. Hopefully it works because, let's face it, targeting adults is a short-term market. They're trying to create a perpetual market where kids who play with toys don't outgrow them and pass that love of toys onto their own children. If this current generation of kiddos doesn't gain this love of toys from their toy-collecting parents, they won't become toy-loving adults themselves who pass it onto their own children, and the market dies.
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12-23-2022, 01:50 PM | #9 |
Epically lazy bastard!
Join Date: Mar 2008
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I dunno. It kinda feels derogatory and insultive a bit. I say just go with collector but thats me.
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12-23-2022, 02:36 PM | #10 |
Just a fan
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Quote:
Quote:
The market, and society as a whole, has been aware of adult-collectors of action figures, video games, comic books, etc. for quite some time. Nothing new here. |
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