As I write this, I am inspired to do the research but right now I’m just going to write my thoughts.
I wonder if children buy toys anymore? Specifically I’m curious if children buy Hot Wheels, Star Wars figures, or any of the Marvel Legends or DC Multiverse action figures. These are toy lines that have huge adult collector bases. And if they do, what is the percentage of those purchases vs. the adult collector.
I don’t collect any more yet old habits die hard (that’s right Mr. McClane!). When I enter a Target or Wal-mart, the first area I hit is the toy aisles. I don’t go there to buy but to peruse. I’m still intrigued and interested by toys. Both boy and girls focus. In some alternate timeline I became a toy designer. I think I would have been good at that. So, when I’m in the aisle I very rarely see children. It’s not during school hours. Usually on the weekend or evenings. I can’t recall the last time I saw a kid going through the Hot Wheels. But I do see adult men all the time.
Then I start wondering if Mattel just makes Hot Wheels for old guys. As if they gave up long ago that kids want to play with little metal cars on winding plastic tracks. The same thought process goes for Barbie. Over the holidays I saw the Christmas Barbie — just sitting on the shelves. I remember when grown women would fight (literally as in push and shove) for these dolls in the 1990s. These dolls were designed for the adult collector because they had a price point of $29.99 and up. The ones this year were marked $39.99 and no one was buying. And I’m sure parents wouldn’t spend that on a child — in any decade.
Toys are for kids so I hope they are still buying them!