🍼Why Adult Toddlers Are Big Business
What Entrepreneurs Can Learn
Welcome to another riveting Friday nugget for entrepreneurs who crave a side of social commentary with their strategy. This week, we dissect The Financial Diet's episode, Why Everyone Is Suddenly An Adult Toddler, a 20-minute masterclass in psychology, consumer behavior, and the booming industry of "embracing your inner child."
Spoiler alert: Being an "adult toddler" isn’t just a quirky TikTok trend. It’s a multi-billion-dollar market hiding behind nostalgia and "self-care" branding.
Let’s get into it.
The Premise: Are We All Regressing?
Chelsea Fagan, The Financial Diet’s sharp-witted host, takes us on a journey into the curious rise of "adult toddlers" – grown-ups who embrace their inner child through hobbies, products, and lifestyles that scream "Kindergarten chic."
Think:
- Bubble baths with rubber ducks
- Mac and cheese dinners (served on cartoon character plates)
- Coloring books for grown-ups
- Nostalgia-packed Netflix binges
But why now? Chelsea suggests three reasons:
1. Burnout Culture: The hustle-hard mentality has people seeking comfort in simplicity.
2. The Pandemic Hangover: Isolation made us crave nostalgia and low-effort joys.
3. Big Brands Capitalizing on Nostalgia: Your childhood memories are a marketer’s playground.
Adulting is hard, and sometimes, turning your brain off with a Lego set feels better than doomscrolling.
The Economics of Adult Toddlering
What’s the entrepreneurial takeaway here? Follow the money. The "adult toddler" trend is more than a coping mechanism; it’s a lucrative industry.
Here’s where the dollars are going:
1. Toys for Grown-Ups
- Lego’s adult line brought in $8.7 billion in 2022.
- Companies like Crayola have doubled down on adult coloring books and "therapy crayons."
2. Nostalgia Food**
- Kraft mac and cheese sales skyrocketed during the pandemic, earning the company $1.5 billion in 2021.
- Cereal brands now market "late-night bowls" specifically for adults.
3. Experiences Over Objects
- Indoor trampoline parks and "make your own stuffed animal" workshops are thriving.
- Even Disney has leaned into "kidults," with 50% of its park visitors in 2023 being childless adults.
4. Self-Care Disguised as Play
- Meditation apps now offer gamified experiences (think "mental health Tamagotchis").
- Cozy aesthetic influencers sell candles, blankets, and "plushie therapy" to millions.
Lessons for Entrepreneurs
If you’re building a brand or scaling a startup, here are the golden nuggets:
1. Sell Nostalgia
Nostalgia isn’t just a vibe; it’s a sales strategy. Products that evoke warm childhood memories (but are marketed with adult sophistication) print money. Just ask Coca-Cola, which revived its 1985 "New Coke" formula for a Stranger Things collab.
2. Solve Burnout with Simplicity
People are tired. They want fewer decisions and more joy. If you can simplify someone’s day while making them smile (think Duolingo’s gamified learning or Blue Apron’s pre-portioned meal kits), you’re golden.
3. Make It "Instagrammable"
The "adult toddler" lifestyle thrives on aesthetics. Every product or experience should look as good on someone’s grid as it feels in their hands. Ugly doesn’t sell but cute and quirky do.
4. Community Is Key
From Reddit threads to TikTok hashtags, these trends are fueled by shared experiences. Building a community around your product can transform casual users into brand evangelists.
Noteworthy Episodes to Watch
While you let your entrepreneurial gears turn, here are some other gems from The Financial Diet:
1. "Stop Using Self-Care As An Excuse To Go Broke" – An exposé on the financial dark side of wellness trends.
2. "Why Millennials Are Obsessed With Treating Themselves" – Perfect for understanding the "treat yo’ self" economy.
3. "How to Stop Emotional Spending" – A practical guide to keep your wallet and inner child in check.
The Big Question
Are we "adult toddlers," or just adults craving a break from the grind? And more importantly, how can entrepreneurs cater to these desires without infantilizing their audience?
We’re dying to know what you think. Hit reply and tell us: What’s your favorite "adult toddler" indulgence? Ours? Watch the full episode here ⬇️