LOS ANGELES — In a surprising shift, the toy industry has become a playground for adults, with U.S. adults spending $7.6 billion on toys for themselves in 2024, a 10% increase from the previous year. At the forefront of this trend is Mattel's iconic Hot Wheels brand, which has seen a significant surge in sales, reaching $1.4 billion in gross sales in 2023, a 14% increase from the previous year.
Bruce Pascal, a 63-year-old collector, is one of the many adults driving this trend. His Hot Wheels collection, valued at around $2 million, features over 10,000 cars and 3,000 pieces of rare memorabilia. Pascal's collection includes some of the rarest and most valuable Hot Wheels in the world, such as the "Rear Load Beach Bomb," considered the "holy grail" of Hot Wheels, with only two ever created.
As the toy industry continues to evolve, manufacturers like Mattel are taking notice of the growing demand from adult collectors. The company has launched lines like the Red Line, featuring highly detailed and limited-edition cars that can sell for upwards of $37 each. These exclusive models have become highly sought after by collectors like Pascal, who is always on the lookout for rare and unique additions to his collection.
With the rise of adult collectors, the toy industry is experiencing a significant shift, as manufacturers cater to this new demographic and create products that appeal to their nostalgia and desire for unique and exclusive items. As a result, the toy industry is experiencing a resurgence, with sales booming and collectors like Pascal at the forefront of the trend.
As Bruce continued to navigate the world of collectible toys, he found himself at a crossroads, weighing the value of rare items against the thrill of the hunt. His conversation with Jerry had yielded a valuable find, and he was eager to explore more opportunities.
"I came back here for the next 10 years, I wouldn't find it," Bruce said, reflecting on the rarity of the item he had just acquired. While some collectors, like Bruce, snatched up anything rare or historic, others had a niche, such as building complete color sets of one type of car, what collectors called a "rainbow."
Cosmo Kogan, a fellow collector, approached Bruce, and they exchanged greetings. "Hey Bruce, what's up guys, how are you?" Cosmo asked, sparking a conversation about their shared passion for collectible cars. Bruce revealed that he had always been a big Mustang guy, having owned one when he met his wife. He fondly recalled the 1968 Mustang, a car that held a special place in his heart.
The conversation turned to the world of Hot Wheels, and Bruce noted that when the toy cars first came out, they were painted using electrostatic paint, a process that gave them a unique, gem-like quality. "Everybody likes shiny," Bruce said with a smile, acknowledging the universal appeal of the toy cars. "Women like shiny, men like shiny. This is our shiny, right?"
The history of Hot Wheels was deeply rooted in the vision of Elliot Handler, Mattel's co-founder. Handler had once told the story of how his wife, Ruth, had helped create the Barbie doll in 1959, revolutionizing the toy industry. Ruth's vision was to create a doll that kids could see as a role model, allowing them to fantasize about being teenagers or young adults, rather than just mothers or wives.
The Barbie doll had dominated the fashion doll industry for decades, with Mattel reporting that 95% of American girls between the ages of 3 and 11 owned multiple Barbies in 1991. However, the rise of Bratz dolls in the early 2000s had threatened Barbie's reign, with the edgier, more diverse dolls resonating with tweens and capturing a significant share of the market.
In response, Mattel had launched a new line of Barbies with different body shapes, hairstyles, and skin tones, aiming to revitalize the brand. The strategy had paid off, with Barbie experiencing a resurgence in popularity, thanks in part to the nostalgic appeal of the brand and the release of the 2023 Barbie movie, which grossed over $1.4 billion.
The collector's market had also played a significant role in Barbie's comeback, with adults driving demand for vintage and rare dolls. Mark Lear, a collector and seller of custom Barbie outfits and vintage dolls, had amassed a vast collection, including a rare European doll that had inspired the first Barbie. "This is called Lily, and this is from Germany, and this was..." Mark began, sharing the story behind one of his most valuable items.
As the world of collectibles continued to evolve, it was clear that the passion and dedication of collectors like Bruce, Cosmo, and Mark would remain a driving force behind the market. Whether it was rare cars, vintage dolls, or custom Lego sets, the thrill of the hunt and the joy of collecting would endure, fueling a community that celebrated the unique and the rare.
As the adult collector community continued to grow, LEGO began to take notice and shift its focus towards catering to this demographic. In 2007, the company launched a revamped Star Wars Millennium Falcon, which retailed for over $500 and was recommended for ages 16 and up. This move marked a significant turning point for LEGO, as it began to recognize the buying power and dedication of adult collectors.
The launch of LEGO Ideas in 2014 further solidified the company's commitment to its adult fan base. This platform allowed fans to submit their own plans for sets, and if they received enough votes, they could see their ideas go into production. The fans would even receive a 1% cut of the royalties, giving them a sense of ownership and investment in the brand. This move was a strategic one, as it tapped into the adult collector's desire to interact with the brand and be a part of the creative process.
Today, LEGO's adult line, called Icons, is among its top-selling themes. The company's efforts to cater to adult collectors have paid off, with revenue records being set in 2024. The success of LEGO's adult line can be attributed to the company's willingness to listen to its fans and create products that resonate with them.
However, the world of adult collecting extends far beyond LEGO. The plush toy industry, for instance, has become a significant market, with adults being among the main buyers. Mike Nay, a collector from Utah, has made a name for himself by winning plush toys from arcade claw machines and reselling them online. He has developed a strategy for winning, which involves studying the geometry of the plush toys and the movement of the claw.
Nay's hobby has become a lucrative one, with him selling over $40,000 worth of plush toys online. He has even invested in a hobby machine to study the behavior of claws and improve his winning chances. His dedication to the craft has paid off, with him being able to win rare and valuable plush toys, such as the Kiroi plush from Japan, which can resell for around $30.
The popularity of Japanese toys, in particular, has contributed to the growth of the plush toy market. The concept of "kawaii," or super cute, has become a driving force behind the design and marketing of these toys. The idea of "chase toys," where certain toys are made scarce or exclusive, has also created a sense of urgency and excitement among collectors.
One notable example of a "chase toy" is the Sunny Angel mini figurine, released by Dreams Inc in 2005. These figurines were designed to ease the stress of working women in Japan and embody the concept of kawaii. The fact that they come in blind boxes, with collectors not knowing which one they will get, has added to their appeal. Unboxing videos on social media have further fueled the popularity of Sunny Angel, leading to a worldwide shortage by 2024.
As the world of adult collecting continues to evolve, it will be interesting to see how companies like LEGO and manufacturers of plush toys respond to the growing demand. One thing is certain, however: the adult collector community is a force to be reckoned with, and its influence will only continue to grow in the years to come.
It's clear that the world of Sunny Angel collecting is about more than just rare toys - it's about community, self-expression, and the thrill of the hunt. For Annie Chung and her fellow collectors, the joy of collecting lies not just in the value of the items, but in the emotional connection they bring.
The sense of camaraderie among collectors is palpable, with many forming lasting bonds over their shared passion. As one collector so aptly put it, "it's not just a blind box, it's to be able to create" - a sense of community that transcends the mere act of collecting.
As we reflect on the stories of these dedicated collectors, it's clear that their passion is not just about accumulating rare items, but about the memories and emotions that come with them. Whether it's the excitement of waiting in line for a new release or the comfort of displaying a cherished item in their home or office, collecting Sunny Angels has become an integral part of their lives.
As the collector who spoke about planning for the future of their collection so poignantly noted, "each item was bought one or two at a time and enjoyed." This sentiment serves as a reminder that, for these collectors, each item holds a special significance that goes beyond its monetary value.
As we conclude this journey into the world of Sunny Angel collecting, it's clear that this community is driven by a deep passion and dedication to their craft. Whether you're a seasoned collector or just starting out, the world of Sunny Angels has something to offer everyone. So, as one collector wisely advised, "buy what you like" - and who knows, you might just discover a new passion that will bring you joy for years to come.
