Business
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.
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.
“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.
“I just buy whatever I like, you know, whatever makes me happy,” she said. “I don’t think … age matters.”
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.
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.
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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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.
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.
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.
“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.”
Business
In a first for the country, voters in Monterey Park ban data centers
Residents of Monterey Park voted overwhelmingly to ban data centers on election day, making the San Gabriel Valley city the first in the nation to do so by public vote.
As of Wednesday, 86% of votes were in favor of Measure NDC, the city ban, according to the Los Angeles County registrar-recorder/county clerk.
Other cities and towns have passed moratoriums on data centers, as a wave of opposition sweeps the country. But the Monterey Park vote can only be overturned by another ballot measure, making it the most permanent data center ban in a jurisdiction.
Monterey Park’s City Council had already banned data centers by ordinance, after a proposed 247,000-square-foot data center met an outpouring of public anger and concern. The developer withdrew that plan.
That facility would have been less than 500 feet away from the nearest home, and would have used three times the electricity of the entire 60,000-person city. Residents said it would have caused noise and air pollution and driven up electricity rates.
“This ensures long-lasting protections for current and future generations,” Amy Wong, co-founder of the group San Gabriel Valley Progressive Action, said of the vote. “It means that future city councils cannot overturn a data center ban, even if data center developers wanted to spend money to fund pro-data center candidates.”
The measure had no formal opposition. The developer of the proposed facility, investment firm HMC StratCap, said it wouldn’t engage in the ballot fight when it withdrew in March.
The Data Center Coalition, an industry trade group, expressed disappointment in the vote.
“It sends a signal that the area is closed for business, both for data centers and for other significant economic development projects,” state policy director Khara Boender said.
“It deprives local residents of the opportunity to compete for jobs and investment, while also causing the area to relinquish substantial long-term economic investment, high-wage jobs, and critical tax revenue to neighboring areas or other states.”
SGV Progressive Action worked with hyperlocal groups including No Data Center Monterey Park to rally support for the measure.
The group is now focused on stopping data center proposals in the City of Industry and fighting a move by City of Industry, Santa Fe Springs, Vernon and City of Commerce to welcome data centers and other industry with fast-tracked permitting and tax incentives.
City of Industry, in the San Gabriel Valley, and Vernon, south of downtown L.A., are primarily industrial areas, each with around 300 permanent residents. They are employment centers, and tens of thousands of workers commute in daily.
There has been little vocal opposition to data centers among the few residents of these cities. Wong said the protest is primarily coming from the surrounding neighborhoods.
“If a data center gets built in City of Industry, residents across the region would bear the brunt of pollution and increased utility costs,” Wong said, noting that it is surrounded by 16 other cities and unincorporated communities.
Data center proposals have been limited in California compared to Virginia, Texas, Georgia, Illinois and Arizona, which sit at the center of a recent boom in hyperscaler facilities to power artificial intelligence.
California has the third-most data centers in the country, with 300, but high electricity rates, expensive land and regulatory hurdles mean that fewer, and smaller, facilities are currently planned than in other hotspots.
That doesn’t mean opposition hasn’t been fierce. In Coachella and Imperial County, residents are showing up in droves to protest local proposals.
In the San Gabriel Valley, Montebello, El Monte and Baldwin Park have all enacted temporary moratoriums, and Alhambra recently banned data centers as part of a zoning code update.
Wong said she hoped the ballot measure vote would galvanize the opposition. “The vote is a testament to the people power of our region,” she said. “Our region is worth protecting, and we won’t let data centers determine our future.”
Business
Rent-hike ban to protect fire victims ends despite gouging concerns
A rule intended to prevent rent gouging in the wake of the Eaton and Palisades fires has lapsed in Los Angeles County, possibly exposing some renters to hikes.
The executive order that blocked rent increases was issued by Gov. Gavin Newsom amid the devastating wildfires last year. Under the order, landlords couldn’t increase rents by more than 10% above their prefire levels.
The rule, which was supposed to be temporary and was repeatedly extended, ended Friday after a vote to extend it again failed to garner enough votes. Supervisor Lindsey Horvath, whose district includes Pacific Palisades, sounded the alarm in a motion to extend price protections that failed to pass at the Board of Supervisors’ May 19 meeting.
“These price gouging protections continue to be necessary as construction and rebuilding continue, and as thousands of people remain displaced,” the motion said. “Families which signed short-term leases could face drastic price increases of 50% or more without further price gouging protection.”
Los Angeles County is home to more than 1 million rental properties, though not all of them needed protection from the new rule. There are already stricter rent increase caps for many residences, depending on the location, type and age of the building. Despite the rent control in the region, the people of Los Angeles pay among the highest rents in the country.
It is uncertain whether renters will face rapidly rising rents now that the protection has lapsed. But some real estate experts and policymakers said there was no need for the temporary rule that was part of the governor’s state of emergency.
Supervisors Kathryn Barger, Janice Hahn and Holly Mitchell abstained from voting on the motion to extend the protection, while Supervisors Hilda Solis and Horvath supported it.
“I abstained because I did not see sufficient evidence to justify extending this emergency ordinance, nor did I see evidence to eliminate it entirely,” Hahn said.
Barger’s office said she supported allowing the protections to sunset while waiting to see whether new information emerged.
“Market data already shows countywide rents are only about 2% above pre-emergency levels and rental inventory has grown,” Barger representative Helen E. Chavez Garcia said. “The Supervisor is also mindful of the burden these ongoing protections place on small property owners throughout the county.”
Mitchell did not immediately respond to a request for comment.
There haven’t been steep rent hikes in neighborhoods within three miles of the Palisades fire, according to a Times analysis of data from Zillow, the property listing company.
In ZIP Codes within three miles of the Palisades fire, rent increased 4.8% from December 2024 to April 2025. In areas around the Eaton fire, which destroyed swaths of Altadena, rent jumped 5.2% in the same period.
In L.A. County, ZIP Codes farther from the fires saw only about a 2% increase.
A landlords representative, Jesus Rojas of the Apartment Owners Assn. of Greater Los Angeles, told the supervisors during public comment at the meeting that the county’s rent-gouging rules have “long outlived the emergency they were intended to address” and are now being “wrongfully used to harm thousands of rental housing providers throughout the county.”
“There is no proof that multifamily rental housing providers are hugely increasing rents for impacted homeowners,” Rojas said.
Indeed, there are strong signs that the property market in the Los Angeles area has at last begun to cool.
L.A. metro-area rent prices recently fell to a four-year low, with the median rent slipping to $2,167 in December.
Meanwhile, condominium sales had their slowest start of the year in decades. Condo sales in Los Angeles have plummeted to a 20-year low, with fewer than 2,000 units sold in January and February — the worst start to the year since 2005.
Newsom defended the price-gouging protections shortly after they went into effect.
“In the days following the Los Angeles firestorms, we worked quickly to protect Los Angeles survivors from any form of exploitation,” he said in February 2025. “The state has the tools in place to not only block price gouging during this emergency, but also to prosecute bad actors.”
The Los Angeles County Department of Consumer and Business Affairs said it received more than 2,000 complaints after the fires, alleging that retailers and landlords were taking advantage of people put in hardship by their losses, and sent out more than 2,000 cease-and-desist letters to businesses and landlords for alleged price gouging, said Morine Merritt, who oversees department investigations into consumer and real estate fraud.
“Close to 90% of the complaints that we received involved allegations of rent increases,” Merritt said in an interview. Now that the fire-related protections have expired, existing laws and “regular market conditions determine price increases for goods and services, including rents,” she said.
Crackdowns on fire-related rent gouging have been rare, said Chelsea Kirk of the activist organization the Rent Brigade, which analyzed L.A. County’s rental market in the year after the fires. It reported 18,360 potential examples of price gouging in listings but said that few lawsuits had been filed by authorities so far.
Last week, Rent Brigade announced what it said was the first private civil lawsuit brought by a family that claimed to be rent-gouged in the aftermath of the wildfires. Plaintiffs Randall and Candy Renick, whose Altadena home was damaged, said they were charged nearly three times the maximum permitted rate for nearly 10 months. They seek restitution of $96,000 plus civil penalties and attorneys’ fees.
The rental market has probably stabilized since the fires, Kirk said, but other families may still be “locked into illegal rents” that they agreed to pay when they were in a rush to find housing after they were displaced.
Business
Read Nick Bilton’s Letter to Scott Pelley
Dear Mr. Pelley:
I meant what I said in my letter last week to the 60 Minutes team: joining 60 Minutes is the honor of my career and I am grateful to be working alongside the people who have contributed to the most important television journalism brand this country has ever produced. While I’m new to 60 Minutes, I’ve devoted my career to investigative journalism and storytelling. I started this job excited to collaborate and to benefit from the wisdom and experience of the 60 Minutes veterans, with you among them. For that reason, one of the first things I did in my new role was call you to talk and invite you to dinner. It is a profound disappointment that you rejected that overture and chose ambush instead. Yesterday, you hijacked my first meeting with staff to disparage me, my qualifications, and my intentions with remarkable incivility and contempt. I welcome a diversity of viewpoints and respectful debate among the team, but this was nothing of the sort. Yesterday’s performative display of hostility enacted in front of the staff instead of in a civil, private conversation-demonstrated that you have no interest in contributing to the future success of the show, or approaching my new tenure with a mind open to collaboration and progress. I am here to deliver first-in-class news programming, not to make headlines about newsroom drama. I am eager to work alongside those who share this goal.
Despite yesterday’s misconduct, I had hoped that in sitting down with you today we could find a path forward together. You made clear that you are not interested in such a path.
Your antipathy to the future of the show has come through loud and clear. And I have heard you. I therefore write on behalf of CBS News, Inc. (“CBS”) to inform you that your employment with CBS is terminated for cause effective immediately. Enclosed is your formal termination letter.
Sincerely,
Nick Bilton
Executive Producer, 60 Minutes
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