打开 TikTok，你会看到货架上摆满了精致的乐高结构——有时一整面墙上排列着数百个，大小和复杂程度各异——却不见孩子的踪影。取而代之的是“成年大孩子”，他们正挤身进入美国玩具行业。
" on TikTok and you'll see shelves brimming with ornate Lego structures — sometimes hundreds of them lining a single wall, with varying levels of size and intricacy — and no kids in sight. Rather, it's the "kidults" who are elbowing their way into the U.S. toy industry.
根据周三发布的一项哈里斯民意调查，65% 的美国成年人表示，在 2025 年 6 月至 2026 年 6 月期间，为个人娱乐在有趣味性的活动或产品（如手工套装或动作人偶）上花费了 100 美元或更多。根据该调查，13% 的成年人表示在同一时期内花费了 500 美元或更多，该调查对象为 2158 名 18 岁及以上的成年人。“成年人现在是玩具行业增长的最大单一贡献者，”专业服务公司普华永道（PwC）美国消费品市场行业负责人阿里·弗曼（Ali Furman）表示。
a Harris Poll survey published Wednesday, 65% of American adults reported spending $100 or more on playful activities or products — such as craft kits or action figures — for personal enjoyment between June 2025 and June 2026. Thirteen percent of adults reported spending $500 or more within the same time period, according to the survey, which polled 2,158 people ages 18 and up. "Adults are now the single largest contributor to toy industry growth," says Ali Furman, a U.S. consumer markets industry leader at professional services firm PwC.
“玩乐不再真正有年龄限制，”她补充道，怀旧和触觉游戏正日益成为“真正的消费品类，背后有真金白银的支撑”。在美国玩具行业中，购买通常面向儿童的商品或从事通常面向儿童的活动的成年人被称为“成年大孩子”。据市场研究公司 Circana 发言人称，该行业 2025 年的市场规模为 456 亿美元。一些分析师将“成年大孩子”定义为 12 岁以上的任何消费者，弗曼表示，虽然“成年大孩子”消费并非全新趋势，但正在增长。
"Play doesn't really have an age limit anymore," she says, adding that nostalgia and tactile play are increasingly "real spending categories with real dollars behind them." Adults who buy items or perform activities typically intended for children are known as kidults in the U.S. toy industry, which had a market size of $45.6 billion in 2025, according to a spokesperson from market research firm Circana. Some analysts define kidults as any consumer over the age of 12, and though kidulting isn't a brand-new consumer trend it's growing, says Furman.
根据 Circana 于 8 月 12 日发布的额外数据，仅由成年人组成的家庭在 2026 年上半年占玩具销售的 55%，在该时间段内“略微超过了有孩子的家庭”。
Adult-only households represented 55% of toy sales for the first half of 2026, "slightly outpacing households with children" over that time frame, according to additional Circana data published on Aug. 12.
零售商甚至将“成年大孩子”纳入了季节性库存计划。根据普华永道于 9 月 8 日发布的一项调查，无屏幕礼物如拼图、桌游、以及艺术和手工制品有望成为今年假日季的热门商品。弗曼表示，其中许多产品面向成年人。从根本上说，这一趋势的动力源于在压力重重的世界中寻找慰藉。
Retailers are even including kidults in their seasonal inventory plans. Screen-free gifts like puzzles, board games, and arts and crafts are likely to be popular this holiday season, according to a PwC survey published on Sept. 8. Many of them are intended for adults, Furman says. At its core, the trend is powered by taking comfort in a stressful world.
“虽然消费者在精打细算，但他们并未放弃快乐。”对于一些美国人来说，“童心未泯”并非一种幼稚的奢侈，而是一种必需，总部位于纽约市的玩具发明家卡斯·霍尔曼表示，她曾与谷歌、耐克和迪士尼的高管合作，探讨如何将游戏融入工作以取得更大的成功。
'While consumers are watching their dollars, they do not eliminate joy' For some Americans, kidulting isn't a childish luxury, says Cas Holman a New York City-based toy inventor who's worked with Google, Nike and Disney executives on how to incorporate play at work for greater success.
霍尔曼是将于2025年10月出版的新书《玩乐：游戏如何转变我们的思维、激发连接并点燃创造力》的作者。她说，游戏“真正是我们反思并与自我建立连接的方式”。一些新兴研究支持她的观点：根据一篇2023年3月发表的研究文章，该文章分析了职场乐趣如何影响中国员工的行为，更富玩心可以提升你的创造力水平和工作效率。而一项针对澳大利亚职场成年人的小规模2021年研究显示，工作之外多玩耍能带来更强的整体幸福感。
It's a necessity. Play is "really how we reflect and connect with who we are," says Holman, author of the October 2025 book, " Playful How Play Shifts Our Thinking, Inspires Connection, and Sparks Creativity." Some emerging research backs her up: Being more playful can boost your creativity levels and your productivity at work, according to a March 2023 research article that analyzed how workplace fun affected the behaviors of Chinese employees. And playing more outside of work led to an increased sense of overall well-being for working-aged adults in a small 2021 study of Australians.
此外，零售分析师马尼·夏皮罗3月告诉CNBC Make It，当压力增加时，消费者对怀旧的向往会增强。夏皮罗是研究和咨询公司The Retail Tracker的联合创始人兼管理合伙人。她说，随着美国人在各种焦虑来源之间摇摆不定，从艰难的就业市场到不断攀升的通胀，他们在闲暇时间倾向于寻找与童年相关的趣味体验，这并不令人惊讶。
Plus, the pull of nostalgia grows for consumers when stress rises retail analyst Marni Shapiro told CNBC Make It in March. As Americans get buffeted between varying sources of anxiety, from a tough job market climbing inflation it's no surprise that they might gravitate toward playful experiences connected to their childhood in their off time, said Shapiro, co-founder and managing partner of research and consulting firm The Retail Tracker.
或许令人惊讶的是，即使在为食品杂货和汽油等基本开支支付了高价后，人们仍愿在休闲上消费。在哈里斯民调中，约四分之一的受访者表示，“童心未泯”有助于他们在事情沉重时保持情绪韧性，而一半受访者将“童心未泯”列为其主要的自我关怀方式之一。
The surprise, perhaps, is that even after paying high prices for essential expenses like groceries and gas, people are still willing to spend on leisure. In the Harris poll, about a quarter of respondents said kidulting helps them stay emotionally resilient when things feel heavy, and half of respondents cited kidulting as one of their main forms of self-care.
“消费者虽然在精打细算，但并没有放弃快乐，”弗曼说。“他们只是在寻找快乐、购买快乐的地点和方式上变得更加挑剔。”
"While consumers are watching their dollars, they do not eliminate joy," says Furman. "They do get more selective about where they find it and buy it."
拼图、收藏品与大量史莱姆 有时，成年人在粉丝圈子里寻觅快乐。弗曼表示，人们倾向于为自己购买《星球大战》或芭比等大IP的授权玩具，如拼图或收藏品，因为“这是他们早已在意的一种身份认同或社群归属”。这也是一种“非常容易获得、能买给自己的一段体验”。弗曼说，其他美国人则渴望获得触觉游戏的线下机会，尤其是当他们感到被科技和数字通讯淹没时。
Puzzles, collectibles and plenty of slime Sometimes, adults find their joy in fandoms. People tend to buy licensed toys like puzzles or collectibles for themselves from franchises like Star Wars or Barbie because "it's an identity or community that they already care about," says Furman. It's also a "very accessible way to buy yourself an experience." Other Americans want in-person opportunities for tactile play, especially when they feel inundated by technology and digital communication, says Furman.
据创始人萨拉·席勒和凯伦·罗比诺维茨介绍，Sloomoo Institute（史莱姆博物馆）正是为此类需求而建立的出口。她们作为成年人玩史莱姆的经历激发了灵感，于2019年10月在纽约市开设了Sloomoo的首家门店。罗比诺维茨表示，虽然大多数家庭进店时期待的是以孩子为中心的体验，但最后父母往往也会“双肘深陷”在史莱姆里。
The Sloomoo Institute was built as such an outlet, according to its founders Sara Schiller and Karen Robinovitz. Their experience as adults playing with slime inspired them to open Sloomoo's first location in New York City in October 2019, and although most families enter expecting a kid-centric experience, parents are often "elbows deep" in slime by the end, says Robinovitz.
罗比诺维茨透露，一位女士曾在Sloomoo芝加哥店为自己举办惊喜40岁生日派对。她还见过在Sloomoo举行的家庭聚会，“最小的孩子都35岁了，看着他们一起在史莱姆湖里奔跑，真是太神奇了，”她说。
One woman had a surprise 40th birthday party at Sloomoo's Chicago location, Robinovitz says. She's seen family gatherings at Sloomoo where "the youngest kids are 35, and it is amazing to see them running through the lake of slime together," she says.
霍尔曼指出，拥抱游戏并不总是需要花钱。她建议，如果你察觉到自己感到压力，不妨花一点时间重新连接内心的“滑稽一面”。例如，做家务时听听最爱的歌，或偶尔跳跳舞休息一下。
Embracing play doesn't always have to cost money, Holman notes. If you notice that you're feeling stressed, take a moment to reconnect with your "silly side," she suggests. Listen to your favorite songs while doing housework, or take an occasional dance break, for example.
“我觉得我们被灌输了一种观念：玩耍是幼稚的，嬉戏玩乐是不务正业，”霍尔曼说。“但这并不正确。”
"I think we are taught that to play is childish, and being playful is not a good use of time," says Holman. "And that is not true."
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