How toy and game companies are winning back their grown-up former customers

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In total, toy sales for adults increased by $1.7 billion to $6.4 billion from June 2021 to June 2023, according to Circana data.

I was on vacation and hanging out quietly in the hotel room with my friend when, out of nowhere, she screamed 'Zoo Pals are back!' We immediately tried to buy some. But to our misfortune, they were sold out. For days we refreshed the page to see if they were back in stock. Sure enough, I got my Zoo Pals a few weeks later. I'm almost embarrassed to share that Zoo Pals are paper plates that feature the bright, adorable faces of animals like pigs, turtles, ducks and whales.

ushered in heightened levels of anxiety and it caused people to think about dying more, explains Krystine Batcho, a licensed psychologist who teaches at Le Moyne College in Syracuse, New York. Both factors are associated with 'greater nostalgia,' said Batcho, whose research focuses on the psychology of nostalgia. Batcho created the Nostalgia Inventory, a survey that's been widely used to assess what makes someone more inclined to feel nostalgic.

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