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Top Chinese Toy Seller Bets Big on Pop Figures for ‘Kidults’
- Kidsland hopes adults buy up collectible cartoon figurines
- Says ‘kidult’ market to be as big as classic toys in 3-5 years
One of China’s largest toy retailers and distributors is betting on a new market as it looks toward the post-Covid-19 landscape: Grown-ups.
The company, Kidsland International Holdings Ltd., is hoping to ride demand in Asia for so-called pop toys -- collectible cartoon figurines geared toward adults -- as it, along with other Chinese consumer firms, charts a recovery out of the pandemic.