[News Today] Toy boom among young adults

[LEAD]

A new group of big spenders is emerging in the toy market, once led mainly by children.

Adults in their 20s and 30s are now opening their wallets for toys of their own.

From stress relief to nostalgia, we look at why toys are becoming a new form of cultural content across generations.

[REPORT]

A popular toy street in Seoul.

It is crowded with customers who came here to buy toys.

Most of them are in their 20s.

A soft, squishy toy known as 'mallangi' is especially popular.

Lee Seo-hyeon / College student

It’s very soft to the touch. It helps me relieve stress. I like to play with it when I need to calm down.

Even the vendors are surprised to see so many young adults coming to buy toys.

Cho Chi-yeol / Vendor

I’ve never seen so many young adults visit this market in more than 20 years of working here.

A flea market hosted by a toy company also drew scores of people in their 20s and 30s.

The market showcased all kinds of toys, from nostalgic characters like Gatchaman and Astro Boy to character figures that are all the rage nowadays.

Lee Ji-hoon / Office worker

I don’t drink, and I prefer spending on things that last. Toys are an investment for myself that provide a memorable experience.

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An analysis by a commercial bank shows that spending on toys by people in their 20s and 30s surged 3.2 times on-year in the first half of last year.

Woo Ki-yun / Director of toy company

Many adults buy merchandise and figures to make key chains or accessories for their bags. These days people don’t care about negative perceptions and aren’t shy about displaying them.

Toys are no longer considered objects reserved for children. They are now becoming a form of cultural content that transcends generations.