Bob Friedland's extensive collection of Lego reflects a growing trend among adults finding solace in childhood activities, especially during the pandemic. After rediscovering Lego in 2020, he has completed over 50 sets, using them as stress relievers. This newfound hobby among adults has led toy companies to cater to 'kidults', a movement that significantly impacts the toy industry, as seen in schools adapting their programs to include these adult-oriented products.
"I had to move out of my condo and into a house to find a place to put them all," Friedland, 50, told The Post.
"They're a stress reliever," Friedland said. "They don't fall apart, you can put them on a shelf and look at them and they give you fun, good memories."
"It's revolutionized the toy world," said Jessica Kavanaugh, vice-president of marketing at JAKKS Pacific, which produces licensed toy products.
What started as a pandemic pastime has exploded into a phenomenon, with companies such as MGA Entertainment, Hasbro and Lego pumping out products targeted to these, so-called kidults.
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