The Business of Selling Toys to Your Inner Child

Lego A/S has 100 adult-only sets.

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

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

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

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

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

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