Why Adults Are Playing with Toys

Eventually, I met a prominent kid-ult. His name is Tristan Wigglesworth, but on YouTube, where he posts videos about his collection of Funko Pops—vinyl figurines of anything and everything in pop culture—he goes by Top Pops, and has an audience of more than three million subscribers. Tristan, who is twenty-five, was wearing sweatpants and a baseball cap that perfectly framed his boyish, round face. “Maybe ten or fifteen per cent of my views are from a younger audience,” he told me, bouncing up and down on his heels. “The majority of them, I think, are between twenty-five and forty-four.” This estimate, based on YouTube’s user-demographic data, was backed up by his experiences at other conventions, such as Comic-Con, where he is often approached by adult fans.

Tristan owns more than five thousand Funko Pops, and his videos exhaust every possible angle on the subject, documenting what happens when, say, you leave a Funko Pop submerged in Prime (Logan Paul’s signature energy drink) for a full week. In one, he discusses what he calls “R-rated” Funko Pops, or figurines of characters like Borat and Satan. The video opens: “For the most part, Funko Pops are for all ages, but there are definitely some exceptions.”

As with Labubus or Pokémon trading cards, there are limited-production runs of certain Funko Pop models, creating rare products that collectors can compete over. These toys hold their value relatively well on the secondary market, leading customers to view them as a type of investment known as a “passion asset.” (A study by the Higher School of Economics found that some unopened Lego sets see an average annual return on investment of eleven per cent—far better than the R.O.I. of Beanie Babies.) For some older customers, who see their toy collections as part of their financial portfolios, “kid-ulting” is perhaps their version of being a fiscally responsible adult.

At Toy Fair, I had an appointment with Maddie Michalik, a trends expert at the Toy Association. We sat down next to a row of dancing mascots, including an anthropomorphic watermelon and a dog with flight goggles who, I later learned, was a major character on “PAW Patrol.” Michalik listed various motivations that the Toy Association has observed among kid-ults. “It’s the nostalgia factor for some products,” she said. “It’s display value for some products. It’s collecting items from your favorite fandoms.” She went on, “It’s not something to be ashamed of anymore. There’s no longer this cultural stigma that toys are uncool.” Looking ahead, she added, “We’re really focussing on this idea that toys are just not something that you’re aging out of.”

Some observers see a connection between failing to “age out” of childhood pursuits and the erosion of the typical milestones that mark adulthood. As Sharon Price John had intimated earlier, the marriage rate in the U.S. fell to a record low in 2019, and couples are having children later and later, if at all. Nearly half of adults under the age of thirty live with their parents and many don’t anticipate ever being able to afford their own home; this further enables a sort of perpetual adolescence. “Life stages have started to collapse in on each other,” Keith Hayward, a social theorist and the author of “Infantilised: How Our Culture Killed Adulthood,” told me. “It’s tough to buy a house,” he added. “You might say, ‘Oh, those things are out of my reach. Screw it. I’m gonna buy that lightsabre.’ ”

Hayward’s book argues that arrested development has become endemic among adults, and that, increasingly, society is “driven by infantile preoccupations and let’s-pretend distractions.” This trend is visible in the fact that most readers of young-adult fiction are much older than the intended audience, and in stories about “Disney Adults” going into debt to visit their favorite theme parks. Hayward sees some of this as escapism: “An alternate reality plays really well when the current reality is not great.” But he pins most of the blame on corporations, which have long operated on the logic that it’s easier to sell things to children. The problem with that strategy, though, is that children grow up. And so, Hayward explained, “advertisers and marketers have been deliberately trying to extend childhood.” It seems they’ve succeeded.