The Business of Selling Toys to Your Inner Child

Instead of storing dolls, plush animals, and toy weaponry unopened, grownups are playing with them.

More over 50% of adults purchased toys and games for themselves, according to a 2021 U.S. Toy Association poll of 2,000 individuals.

Some of the major toy makers are developing adult-only e-commerce platforms.

Ms. Newman, a 34-year-old financial advisor who likes American Girl dolls, visited the same New York City café to celebrate buying a wedding dress.

American Girl, which began selling dolls and books for young girls in 1986, now focuses on adults.

Ms. Cygielman, the business president, says American Girl has just begun to attract older customers.

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