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Toys aren't just for kids. Mattel and other companies are embracing 'kidults'

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Toys aren't just for kids. Mattel and other companies are embracing 'kidults'

Jeremy Hart played with Hot Wheels as a kid, but he eventually grew out of them, tucking the miniature cars away in a toolbox.

Then nostalgia struck when he attended the Hot Wheels convention in California with his son three years ago.

“I get these little glimmers and glimpses of memories and feelings when I look and see those Hot Wheels from my childhood,” Hart said.

Today, the 48-year-old has fully embraced his inner child. He has spent hundreds of dollars on Hot Wheels and is always on the hunt for new ones that replicate vehicles he’s owned or that were featured on TV shows he watched when he was younger, such as “The Fall Guy” and “The Dukes of Hazzard.” Hart proudly displays his collection at Dent Express, the auto body shop he started in Torrance.

Hart is part of a growing number of adults who are buying toys for themselves, reclaiming memories from their childhood and showing off their fandom on their desks and shelves. Some have managed to cash in on their obsessions, building up lucrative followings of toy fans online.

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Hot Wheels collector Jeremy Hart.

(Christina House / Los Angeles Times)

Toy companies including Mattel, the Lego Group, Hasbro and MGA Entertainment have taken note of the rise of these customers known in the industry as “kidults” and increasingly are making toys with them in mind.

Mattel President and Chief Commercial Officer Steve Totzke said that while the El Segundo-based company has long counted adults among fans of its major brands such as Hot Wheels and Barbie, sales to adults have grown over the last few years. Depending on the brand, he said, adult collectors can account for up to 25% of sales.

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“I’m just thrilled that the rest of the industry and society is catching up, because I do believe that play is essential and you should be enjoying toys and joy at all ages,” said Totzke, who has worked at Mattel for more than 20 years.

During the COVID-19 pandemic, U.S. toy companies saw sales surge as people stuck at home looked for activities to do. While overall growth has since slowed, sales to people who are at least 18 years old and buying toys for themselves are still going strong, data from market research firm Circana shows.

In the 12 months ending June 2024, U.S. adults tallied more than $7 billion in toy purchases, the figures from Circana show. Some of the top-selling toys for adults include Pokémon, Star Wars, Lego Star Wars sets, Funko Pop! and Squishmallows. From January to April, adults bought more toys than any other age group, surpassing preschoolers for the first time, according to Circana.

In the second quarter, from April to June, sales for adults ages 18 to 34 grew by 10%, while sales for ages 35 and older grew by 9% compared with the same period last year.

Azusa Sakamoto, a 42-year-old nail artist and Barbie superfan, started collecting Barbie dolls and all the accessories and decor tied to the doll when she was a teenager. Known as Azusa Barbie, Sakamoto views Barbie as more of a “fashion icon” than a toy. Some people love Chanel. She loves Barbie.

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“I just buy whatever I like, you know, whatever makes me happy,” she said. “I don’t think … age matters.”

Barbie collector Azusa Sakamoto looks at her face in a heart-shaped mirror next to shelves full of Barbies.

Barbie collector Azusa Sakamoto.

(Christina House / Los Angeles Times)

Inside her West Hollywood apartment, Sakamoto is living in a Barbie world. Rows of Barbies line pink walls. There’s a Barbie fridge, Barbie window shades and a Barbie nightstand.

Pink-haired Sakamoto said she relates to Barbie’s optimism and independence. She estimates she owns more than 600 Barbies and 300 Barbie shirts, sharing her fandom and recent purchases on social media.

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Roughly 43% of adults in the United States bought a toy for themselves in the last year, Circana found in a 2024 survey. Some of the top reasons adults said they bought toys were for socialization, enjoyment and collecting. Others responded they purchased toys to escape from reality, display in their homes or as investments.

Harrison Woodward said receiving a Lego Technic set of a model car reignited his childhood interest in the plastic building pieces that can be connected to make intricate creations.

“I was hooked after that,” he said. “I loved the sense of peace that it gives me. … They’re like 3D puzzles.”

He’s now spent close to $20,000 on Lego sets, with the majority of the purchases made within the last year. After his videos of him buying, building and showcasing Lego sets went viral on TikTok, the 26-year-old began earning payments from the social media platform; he also struck sponsorship deals with retailers and other companies.

The Arizona resident said he makes enough money from his Lego venture that he was able to quit his insurance job several months ago to create online content full-time. On TikTok and Instagram, some of his videos rack up millions of views featuring replicas of the Titanic, the Eiffel Tower and the Great Pyramid of Giza.

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Kathy Hirsh-Pasek, a professor of psychology at Temple University, said playing with toys as an adult can be beneficial, helping people foster curiosity, creativity and communication. Adults should be wary, though, if they’re buying dolls as a replacement for making friends in real life.

With people experiencing heightened feelings of loneliness, depression and anxiety while spending more time scrolling on their smartphones, it’s chipped away at social connections adults make, she said.

“They can’t be a substitute for humans,” she said. “But if these toys become a way to get humans to play with other humans again, I’m all for it.”

Juli Lennett, vice president and industry advisor, toys, for Circana, said social media has made it easy for people to find others with the same interests, making it more socially acceptable to buy toys as an adult. Some adults who question whether buying a doll house they never had as a kid is healthy behavior have found reassurance from toy enthusiasts online.

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Barbie collector Azusa Sakamoto.

2 Hot Wheels collector Jeremy Hart

1. Barbie collector Azusa Sakamoto. 2. Hot Wheels collector Jeremy Hart. (Christina House / Los Angeles Times)

Social media star Charli D’Amelio has shown off her Squishmallows collection on Instagram. Olympic rugby player Sammy Sullivan is a mega-fan of Lego sets. SAG-AFTRA President Fran Drescher brought a heart-shaped plushie to union bargaining sessions. When Fisher Price unveiled a Little People Collector Britney Spears set in September, blogger Perez Hilton posted “NEED this!” on X, formerly Twitter.

“There is that opportunity to really think about the audience and create more toys that we’ve never seen before for that more adult audience,” Lennett said.

On Mattel Creations, a website for collectors, adults can find limited-edition collectibles that are of higher quality than toys designed for kids.

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Several of the items on the site were listed recently as sold out, including a $300 Shogun Warriors Skeletor figure that stands more than 2 feet tall, a miniature $200 Porsche 930 in a display case modeled after a white sculpture by artist Daniel Arsham and $30 brightly colored Magic 8 balls decorated like an astronaut Barbie or a Hot Wheels race car driver.

In 2020, Mattel released a $400 remote-controlled Tesla Cybertruck with a vinyl “cracked” window sticker — a nod to when Tesla CEO Elon Musk smashed the “bulletproof” window on the car.

“There’s an aspect of designing for rarity, and then there’s also an aspect of modern play,” said Chris Down, Mattel’s chief design officer. When designing toys, Down said he and his team at Mattel ask themselves, “How are adult consumers not just playing with something the way that you would play with it as a kid but also playing all the way through to displaying?”

Mattel has partnered with artists, an Italian design company, a streetwear brand and others on toys and products. It has tapped into cultural and entertainment draws such as “Harry Potter,” Pokémon, “Wicked” and the hit television show “Breaking Bad,” creating new figurines based on their characters. The company teamed up with Formula One to build new F1-themed Hot Wheels and has released Little People NFL collector sets. The popularity of the 2023 Barbie movie, which grossed more than $1 billion at the box office, drove sales for the dolls.

Mattel reported net sales of $1.08 billion in the second quarter, down 1% compared with the same period last year. Net income surged to $57 million, more than doubling the total from the previous year.

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The Lego Group also has been embracing adult buyers, some of whom call themselves AFOLs (Adult Fan of Lego). On the Lego brand’s website, replicas of the Mona Lisa, cars, plants and more are featured online with the words “Adults Welcome.”

Genevieve Capa Cruz, senior marketing director for adults at the Lego Group, said the company expects sales for both adults and kids to grow.

“Consumer research shows that when adults are building with Lego bricks, they also tend to gift it more to the kids in their lives, and encourage building together, which makes it an even more enjoyable activity for everyone in the family,” she said in a statement.

Other toy companies also have been attracting adult buyers, offering them ways to customize their toys.

MGA Entertainment, the Los Angeles-based company that makes Bratz dolls, sells mini do-it-yourself collectible sets, including one in which fans can make their own wizarding potions from “Harry Potter” or weapons from “The Lord of the Rings.” The company’s Miniverse collection also offers the chance for adults (21 and over, please) to make mini cocktails.

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“People love the detail that goes in the toy. It’s like collecting a piece of art,” said Isaac Larian, founder and chief executive of MGA Entertainment.

Adults make up around 15% to 20% of the company’s sales, he said. Those between the ages of 18 and 35 represent the company’s “sweet spot,” but its consumers also can be older. MGA currently is promoting a Kylie Jenner Bratz doll, and it started releasing dolls based on characters from the “Mean Girls” films this month. Both are targeted at young adults.

Hot Wheel collectors like Hart plan to purchase more toys in the future.

“It’ll probably be never-ending for me,” he said. “Once I move up to the next size display case, I’m gonna have a bunch of real estate to fill.”

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U.S. Space Force awards $1.6 billion in contracts to South Bay satellite builders

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U.S. Space Force awards .6 billion in contracts to South Bay satellite builders

The U.S. Space Force announced Friday it has awarded satellite contracts with a combined value of about $1.6 billion to Rocket Lab in Long Beach and to the Redondo Beach Space Park campus of Northrop Grumman.

The contracts by the Space Development Agency will fund the construction by each company of 18 satellites for a network in development that will provide warning of advanced threats such as hypersonic missiles.

Northrop Grumman has been awarded contracts for prior phases of the Proliferated Warfighter Space Architecture, a planned network of missile defense and communications satellites in low Earth orbit.

The contract announced Friday is valued at $764 million, and the company is now set to deliver a total of 150 satellites for the network.

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The $805-million contract awarded to Rocket Lab is its largest to date. It had previously been awarded a $515 million contract to deliver 18 communications satellites for the network.

Founded in 2006 in New Zealand, the company builds satellites and provides small-satellite launch services for commercial and government customers with its Electron rocket. It moved to Long Beach in 2020 from Huntington Beach and is developing a larger rocket.

“This is more than just a contract. It’s a resounding affirmation of our evolution from simply a trusted launch provider to a leading vertically integrated space prime contractor,” said Rocket Labs founder and chief executive Peter Beck in online remarks.

The company said it could eventually earn up to $1 billion due to the contract by supplying components to other builders of the satellite network.

Also awarded contracts announced Friday were a Lockheed Martin group in Sunnyvalle, Calif., and L3Harris Technologies of Fort Wayne, Ind. Those contracts for 36 satellites were valued at nearly $2 billion.

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Gurpartap “GP” Sandhoo, acting director of the Space Development Agency, said the contracts awarded “will achieve near-continuous global coverage for missile warning and tracking” in addition to other capabilities.

Northrop Grumman said the missiles are being built to respond to the rise of hypersonic missiles, which maneuver in flight and require infrared tracking and speedy data transmission to protect U.S. troops.

Beck said that the contracts reflects Rocket Labs growth into an “industry disruptor” and growing space prime contractor.

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California-based company recalls thousands of cases of salad dressing over ‘foreign objects’

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California-based company recalls thousands of cases of salad dressing over ‘foreign objects’

A California food manufacturer is recalling thousands of cases of salad dressing distributed to major retailers over potential contamination from “foreign objects.”

The company, Irvine-based Ventura Foods, recalled 3,556 cases of the dressing that could be contaminated by “black plastic planting material” in the granulated onion used, according to an alert issued by the U.S. Food and Drug Administration.

Ventura Foods voluntarily initiated the recall of the product, which was sold at Costco, Publix and several other retailers across 27 states, according to the FDA.

None of the 42 locations where the product was sold were in California.

Ventura Foods said it issued the recall after one of its ingredient suppliers recalled a batch of onion granules that the company had used n some of its dressings.

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“Upon receiving notice of the supplier’s recall, we acted with urgency to remove all potentially impacted product from the marketplace. This includes urging our customers, their distributors and retailers to review their inventory, segregate and stop the further sale and distribution of any products subject to the recall,” said company spokesperson Eniko Bolivar-Murphy in an emailed statement. “The safety of our products is and will always be our top priority.”

The FDA issued its initial recall alert in early November. Costco also alerted customers at that time, noting that customers could return the products to stores for a full refund. The affected products had sell-by dates between Oct. 17 and Nov. 9.

The company recalled the following types of salad dressing:

  • Creamy Poblano Avocado Ranch Dressing and Dip
  • Ventura Caesar Dressing
  • Pepper Mill Regal Caesar Dressing
  • Pepper Mill Creamy Caesar Dressing
  • Caesar Dressing served at Costco Service Deli
  • Caesar Dressing served at Costco Food Court
  • Hidden Valley, Buttermilk Ranch
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They graduated from Stanford. Due to AI, they can’t find a job

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They graduated from Stanford. Due to AI, they can’t find a job

A Stanford software engineering degree used to be a golden ticket. Artificial intelligence has devalued it to bronze, recent graduates say.

The elite students are shocked by the lack of job offers as they finish studies at what is often ranked as the top university in America.

When they were freshmen, ChatGPT hadn’t yet been released upon the world. Today, AI can code better than most humans.

Top tech companies just don’t need as many fresh graduates.

“Stanford computer science graduates are struggling to find entry-level jobs” with the most prominent tech brands, said Jan Liphardt, associate professor of bioengineering at Stanford University. “I think that’s crazy.”

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While the rapidly advancing coding capabilities of generative AI have made experienced engineers more productive, they have also hobbled the job prospects of early-career software engineers.

Stanford students describe a suddenly skewed job market, where just a small slice of graduates — those considered “cracked engineers” who already have thick resumes building products and doing research — are getting the few good jobs, leaving everyone else to fight for scraps.

“There’s definitely a very dreary mood on campus,” said a recent computer science graduate who asked not to be named so they could speak freely. “People [who are] job hunting are very stressed out, and it’s very hard for them to actually secure jobs.”

The shake-up is being felt across California colleges, including UC Berkeley, USC and others. The job search has been even tougher for those with less prestigious degrees.

Eylul Akgul graduated last year with a degree in computer science from Loyola Marymount University. She wasn’t getting offers, so she went home to Turkey and got some experience at a startup. In May, she returned to the U.S., and still, she was “ghosted” by hundreds of employers.

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“The industry for programmers is getting very oversaturated,” Akgul said.

The engineers’ most significant competitor is getting stronger by the day. When ChatGPT launched in 2022, it could only code for 30 seconds at a time. Today’s AI agents can code for hours, and do basic programming faster with fewer mistakes.

Data suggests that even though AI startups like OpenAI and Anthropic are hiring many people, it is not offsetting the decline in hiring elsewhere. Employment for specific groups, such as early-career software developers between the ages of 22 and 25 has declined by nearly 20% from its peak in late 2022, according to a Stanford study.

It wasn’t just software engineers, but also customer service and accounting jobs that were highly exposed to competition from AI. The Stanford study estimated that entry-level hiring for AI-exposed jobs declined 13% relative to less-exposed jobs such as nursing.

In the Los Angeles region, another study estimated that close to 200,000 jobs are exposed. Around 40% of tasks done by call center workers, editors and personal finance experts could be automated and done by AI, according to an AI Exposure Index curated by resume builder MyPerfectResume.

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Many tech startups and titans have not been shy about broadcasting that they are cutting back on hiring plans as AI allows them to do more programming with fewer people.

Anthropic Chief Executive Dario Amodei said that 70% to 90% of the code for some products at his company is written by his company’s AI, called Claude. In May, he predicted that AI’s capabilities will increase until close to 50% of all entry-level white-collar jobs might be wiped out in five years.

A common sentiment from hiring managers is that where they previously needed ten engineers, they now only need “two skilled engineers and one of these LLM-based agents,” which can be just as productive, said Nenad Medvidović, a computer science professor at the University of Southern California.

“We don’t need the junior developers anymore,” said Amr Awadallah, CEO of Vectara, a Palo Alto-based AI startup. “The AI now can code better than the average junior developer that comes out of the best schools out there.”

To be sure, AI is still a long way from causing the extinction of software engineers. As AI handles structured, repetitive tasks, human engineers’ jobs are shifting toward oversight.

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Today’s AIs are powerful but “jagged,” meaning they can excel at certain math problems yet still fail basic logic tests and aren’t consistent. One study found that AI tools made experienced developers 19% slower at work, as they spent more time reviewing code and fixing errors.

Students should focus on learning how to manage and check the work of AI as well as getting experience working with it, said John David N. Dionisio, a computer science professor at LMU.

Stanford students say they are arriving at the job market and finding a split in the road; capable AI engineers can find jobs, but basic, old-school computer science jobs are disappearing.

As they hit this surprise speed bump, some students are lowering their standards and joining companies they wouldn’t have considered before. Some are creating their own startups. A large group of frustrated grads are deciding to continue their studies to beef up their resumes and add more skills needed to compete with AI.

“If you look at the enrollment numbers in the past two years, they’ve skyrocketed for people wanting to do a fifth-year master’s,” the Stanford graduate said. “It’s a whole other year, a whole other cycle to do recruiting. I would say, half of my friends are still on campus doing their fifth-year master’s.”

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After four months of searching, LMU graduate Akgul finally landed a technical lead job at a software consultancy in Los Angeles. At her new job, she uses AI coding tools, but she feels like she has to do the work of three developers.

Universities and students will have to rethink their curricula and majors to ensure that their four years of study prepare them for a world with AI.

“That’s been a dramatic reversal from three years ago, when all of my undergraduate mentees found great jobs at the companies around us,” Stanford’s Liphardt said. “That has changed.”

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