You’re not imagining things: Your childhood is rearing its body glittered, braces-adorned head. Like an ex who’s “just checking in to see how you’re doing,” elements of your past are trying to woo you once more (Money piece hairstyles! Hanging out at the mall! Grimace’s triumphant return to McDonald’s!). Though none so much as your toys.
You can’t scroll your phone or walk a block without encountering the Barbie movie marketing machine—thanks to product extensions ranging from Homesick candles to Airbnb stays and clothing lines available everywhere from Hot Topic to Bloomingdale’s—but the trend delves much deeper than that. As we researched upcoming toys for this year’s Happy Kid Awards (launching this August!), one word kept popping up: kidult. And millennials, it’s a term that seems custom-made for you.