Mattel Will Tap Further Into Adult Collector Market -- Market Talk

Dow Jones12-04

1309 ET - Adult collectors are becoming increasingly important to the toy industry. These shoppers, dubbed "kidults," already account for about a quarter of total toy sales, and that figure continues to grow. "We don't see that as a temporary trend or phenomenon," CEO Ynon Kreiz says at the Morgan Stanley Global Consumer and Retail Conference. "This is here to stay." Mattel stands to benefit from the shift given the heritage value of its brands, many of which have been popular across generations, such as Barbie, Hot Wheels and Uno. The company has appealed to these shoppers with its Mattel Creations brand, which specializes in collectibles, sees high demand and is growing quickly, Kreiz says. (connor.hart@wsj.com)

(END) Dow Jones Newswires

December 03, 2025 13:09 ET (18:09 GMT)

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These shoppers, dubbed \"kidults,\" already account for about a quarter of total toy sales, and that figure continues to grow. \"We don't see that as a temporary trend or phenomenon,\" CEO Ynon Kreiz says at the Morgan Stanley Global Consumer and Retail Conference. \"This is here to stay.\" Mattel stands to benefit from the shift given the heritage value of its brands, many of which have been popular across generations, such as Barbie, Hot Wheels and Uno. The company has appealed to these shoppers with its Mattel Creations brand, which specializes in collectibles, sees high demand and is growing quickly, Kreiz says. (connor.hart@wsj.com) \n</p>\n<p>\n  (END) Dow Jones Newswires\n</p>\n<p>\n  December 03, 2025 13:09 ET (18:09 GMT)\n</p>\n<p>\n  Copyright (c) 2025 Dow Jones &amp; Company, Inc.\n</p>\n</font>","source":null,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Mattel Will Tap Further Into Adult Collector Market -- Market Talk</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nMattel Will Tap Further Into Adult Collector Market -- Market Talk\n</h2>\n\n<h4 class=\"meta\">\n\n\n<div class=\"head\" \">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/150f88aa4d182df19190059f4a365e99);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">Dow Jones </p>\n<p class=\"h-time\">2025-12-04 02:09</p>\n</div>\n\n</div>\n\n\n</h4>\n\n</header>\n<article>\n<font class=\"NormalMinus1\" face=\"Arial\">\n<p>\n     1309 ET - Adult collectors are becoming increasingly important to the toy industry. 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These shoppers, dubbed \"kidults,\" already account for about a quarter of total toy sales, and that figure continues to grow. \"We don't see that as a temporary trend or phenomenon,\" CEO Ynon Kreiz says at the Morgan Stanley Global Consumer and Retail Conference. \"This is here to stay.\" Mattel stands to benefit from the shift given the heritage value of its brands, many of which have been popular across generations, such as Barbie, Hot Wheels and Uno. The company has appealed to these shoppers with its Mattel Creations brand, which specializes in collectibles, sees high demand and is growing quickly, Kreiz says. 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These shoppers, dubbed \"kidults,\" already account for about a quarter of total toy sales, and that figure continues to grow. \"We don't see that as a temporary trend or phenomenon,\" CEO Ynon Kreiz says at the Morgan Stanley Global Consumer and Retail Conference. \"This is here to stay.\" Mattel stands to benefit from the shift given the heritage value of its brands, many of which have been popular across generations, such as Barbie, Hot Wheels and Uno. The company has appealed to these shoppers with its Mattel Creations brand, which specializes in collectibles, sees high demand and is growing quickly, Kreiz says. 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