The Business of Selling Toys to Your Inner Child

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Lego A/S has 100 adult-only sets.

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Build-A-Bear Workshop lets youngsters build their own teddy bears and sells raunchy ones for adults.

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

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Toy executives and experts see this phase of nostalgic shopping differently.

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Mattel Inc.'s American Girl offers new adult drinks and costumes that mirror doll attire.

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Kidults are adults who like childhood toys for nostalgia, comfort, or collectibility.

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