Are AI Companions a Threat to Toys? & The Kidult Economy is Booming

What It Covers

James Zahn, editor-in-chief of The Toy Book, explores how AI companions threaten traditional toys, the kidult collector market driving 70% of toy industry growth, and evolving relationships between movies and merchandise.

Key Questions Answered

• •AI companion risks: AI-powered toys like PlayAI and Two XL failed because they depend on cloud servers and third-party tech. When companies shut down servers, $300 robots become useless, turning toy ownership into temporary rental rather than permanent purchase.
• •Kidult market dominance: Trading cards alone drove 70% of US toy industry growth in first half of 2024, with adult collectors treating items as legitimate investments. Pokemon cards and collectibles now tracked as asset class alongside traditional portfolios.
• •Screen timing strategy: Keep children off handheld tablets and phones as long as possible while treating video game consoles differently. Active outdoor play gets displaced by constant screen attachment, unlike structured gaming sessions that mirror traditional TV watching patterns.
• •Movie-toy licensing shift: K-pop Demon Hunters became Netflix's biggest film ever but had zero toy products ready at launch. Mattel and Hasbro formed unprecedented co-master partnership to split categories, with first products arriving 12-18 months after release.