Mattel explores potential of toys for adult consumers' "inner child"

Mattel has cooperated with one of the largest brand portfolios for children's and family entertainment, Jung von Matt NERD, the renowned German marketing agency for fandom culture, and the market research companies Appinio and Cronbach. Together they have published a ground-breaking study that delves into the world of 'kidults' and uncovers the deep emotional connections that adults have with toys and collectibles.

The connection between childhood nostalgia and blockbuster entertainment

The study by Jung von Matt NERD and Mattel was inspired by the huge success of last year's Barbie movie, as well as successful games and anime IPs in film and television. At the same time, the popularity of books dealing with the concept of the 'inner child' has increased in recent years - especially since the pandemic. Therefore, the concept was explored in relation to toys. The companies were supported by market research companies Appinio and Cronbach.

Understanding and embracing joy and healing: From inner child to eternal child

The study focuses on the concept of the "inner child", which symbolizes the enduring childlike aspects of a person's personality. It stands for a refuge of innocence and curiosity that is often overshadowed by the complexity of adulthood. Embracing the inner child means reconnecting with joy and happiness.

Key findings of the "Childhood and current happiness" study: you're never too old to play

The study, which was conducted on the German market in January 2024 and in which a total of 1,000 people took part, revealed important findings that shed light on the deep relationship between toys and each person's inner child.

Source: www.news.mattel.de