— The number of pencils owned by one Iowa man, which may result in a Guinness World Record. Fingers crossed he doesn't end up No. 2.
theSkimm With
Hasbro's Tom Warner
Ever heard of kidults? It's a nickname given to adults who buy toys for themselves. And they aren't kidding around: Between June 2021 and June 2022, they reportedly accounted for 14% of US toy sales, up from 9% in 2019. That might explain why some of the biggest toy companies are playing along — and making products specifically for them (see: Lego A/S, Build-A-Bear's "After Dark" collection). To learn more, we spoke to Tom Warner, general manager and senior vice president of global action brands at Hasbro.
Q: Why are more and more adults buying toys for themselves?
We're at this really interesting intersection, where you have adults who grew up in the '70s, '80s, and '90s and loved playing with toys. And there's always been something so special about those toys you loved. But now, they're adults, and they have more disposable income. They're looking for ways to show their passion, and toys are a natural fit for them. The other thing that's cool, [which we saw with] "Transformers: Rise of the Beasts," was parents bringing their kids in. So these kidults are sharing their love with the kids now growing up. And that extends to toys.
Q: In the past, there seemed to be a stigma attached to adults who played with toys. Has that changed?
One hundred percent. It's really flipped. I've been in this business for a while and [can remember] the days where you were "a nerd" if you collected action figures and such. Now, it's the exact opposite. I equate a lot of that with the success of Marvel, Star Wars, and Transformers — they brought [these brands] into pop culture and the mainstream ... [Also] social media has really accelerated the fan or kidult economy ... [It's] allowed fans to connect with one another and celebrate their love for these brands in a bigger way.
Q: Is there actually a difference between a toy that's intended for adults and one for kids? Or is it just marketing?
There's definitely things we do differently. I'll use my action figure brands as an example. What we've learned through our research is that it's so important to get as close to the character that [adults have] seen in films or comics. There's a term we use, articulation — which is the number of moving joints and things like that. That's very important to our adult fans. They're looking for that authenticity and we see that across a lot of brands … Also, how an adult wants to play is different. They're not going to do crash-and-bash play and get these toys on the ground. They're going to display them, because they're conversation pieces or a way to express their fandom. So we make sure that our presentation and packaging allows them to do that in the biggest way possible.
Q: Looking ahead, would you consider the kidult market to be a top priority?
It definitely is, as is our preschool and kid markets. We don't see it slowing down. We see it continuing to grow. These are our most vocal fans. They're the ones on social media, so we want to make sure they feel like part of the brands we're creating ... For us, kidult has become its own segment within our businesses. What we're trying to do is service a fan at any age — from preschool to kidults — and take them on these journeys with these great brands. To do that, what we've found is you need bespoke content and toys for each one of these different segments ... So it's allowed us to expand our brands into new areas.
Psst, this interview has been edited for length and clarity.
What's Happening
🎤 In music…
Taylor Swift sent sparks flying with her version of "Speak Now." And she's heading into her international era with even more tour dates. Meanwhile, Beyoncé move, move, move, moved two Renaissance dates — and broke Pittsburgh's soul. And if you're struggling with all these three-hour concerts, it's apparently all Bruce Springsteen's fault.
🍽 In food…
While some Costco lovers are going wild for Reese's Dipped Animal Crackers, TikTokers are dipping into cottage cheese and mustard. Also ripe for debate? The correct way to store ketchup. But one thing everyone can agree on: Buffets, which are back and better than ever. Oh and if you've recently enjoyed an A&W bevvy, you may want to check out this $15 million settlement.
👙 In style...
Turns out, this swimsuit season comes with a lot of strings attached. Meanwhile, in beauty news, tooth gems could be the key to a brilliant smile. Plus, more people are getting cheeky, thanks to filler and freckle tattoos. (Yup, you read that right.) And speaking of semi-permanent trends, women aren't the only ones taking this '80s hairstyle for a spin.
"Banyan Moon" by Thao Thai...With a hot Florida setting and a pervasive sense of impending change, this book is so very summer. It follows Ann Tran, a young illustrator, her mother Huơng, and her grandmother, Minh, who is close to death when the book opens. After Minh passes, Ann returns to the sprawling house where she grew up, and she and Huơng settle into a new kind of life. But Ann finds secrets lurking in the house, and new truths emerge about each woman while they look for a way forward.
Skimm Picks
Here are today's recs to help you live a smarter life…
1. A wearable blanket that'll help your baby fall asleep — and stay asleep.
So you're not up all night. Kyte Baby's Original Bamboo Sleep Bag™ is designed for safe sleep. Plus, it's diaper change-friendly, temperature-regulating, and feel-it-to-believe-it soft. Sweet dreams.*
2. The hilarious, heartwarming movie you've gotta see this weekend.
Big news: "Joy Ride" is out now. So grab your tix, head to the nearest air-conditioned theater, and prepare for an epic and unapologetically explicit comedy that's getting rave reviews.*
Psst...looking for more discounts on brands Skimm'rs love? Check out all of our exclusive promo codes here.
Weekend Escape
*Slams laptop shut until Monday.* We know the feeling. And we've got some tips for escape.
Craving some adventure? Consider getting your thrills at an amusement park. That could be at one of the obvious choices (hi, Disney and Universal). Or, it could be at one of the other wildly entertaining places across the US. And no, you don't have to love roller coasters to get in on the fun. Here are a few ideas...
For movie lovers: No surprise, you can't go wrong with Universal Orlando or Universal Studios Hollywood. Potterheads can roam around Diagon Alley at the Wizarding World of Harry Potter. While "Jurassic Park" fans are sure to have a dino-mite experience at Jurassic World. You could also can pop over to Disney's Hollywood Studios to find the droid you're looking for. Meanwhile, if the MCU is your fave, check out the Avengers Campus at Disney California Adventure Park.
For fun and games: Go old school with 11 classic fair games (like Skee-Ball and Hoop Shot) at Funland in Rehoboth Beach, DE. Luna Park in Coney Island, NY is a similar option, with two full arcades. For a more interactive challenge, you could tackle a ropes course at Nickelodeon Universe in Bloomington, MN. Or, you could build something by hand at one of the country's three Legoland parks.
For the whole fam: Spend 9-to-5 (or maybe longer) at Dollywood in Pigeon Forge, TN. The 160-acre park has lots of rides, concerts, comfort food, and Dolly Parton memorabilia. Another berry fun option? Knott's Berry Farm in Buena Park, CA, which is the oldest theme park in the country — and yes, started as a berry farm. Equally sweet is Hersheypark in Hershey, PA. It's the state's largest amusement park and includes a zoo, restaurants, even a chocolate factory tour ride.
News Quiz
Let's see how well you kept up with the Daily Skimm this week.
A rumored split between Kyle Richards and Mauricio Umansky sparked many headlines this week. Which Bravo franchise are they from?
A. "Vanderpump Rules"
B. "Real Housewives of Beverly Hills"
C. "Below Deck"
D. "Summer House"
Check back tomorrow for the answer. But if you just need to know, you'll find what you're looking for here.
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