Adult Product Messaging

Shaan Puri and Sam Parr discuss how children's products are being successfully adapted for adults, creating a growing market segment called "kidults" or "eldertainment." This trend represents 25% of all toy sales and accounts for 60% of the toy industry's growth.

Key Points:

• Adult Toy Market ("Kidults/Eldertainment"):

  • Makes up 25% of all toy sales
  • Drives 60% of toy industry growth
  • Primarily appeals to older teenagers and adults

• Three Main Motivations for Adult Toy Purchases:

  • Nostalgia (reminds them of childhood)
  • Anti-loneliness (bonding with others)
  • Digital detox (escape from screens)

• LEGO's Adult Success:

  • $10 billion annual revenue
  • Strong adult following through "Technics" line
  • Appeals to adults wanting to understand mechanical concepts
  • Community-driven platforms like Rebrickable and Bricklink support the ecosystem

• Business Model Insights:

  • These businesses often start as "jokes" but develop passionate followings
  • Slow growth is preferable to maintain authenticity
  • Strong moats develop through community loyalty
  • Communities require careful stewardship rather than dictatorial management

• Success Factors:

  • Products should be simple enough to seem "dumb" initially
  • Avoid over-intellectualizing the concept
  • Build for passionate niches rather than mass market
  • Let communities grow organically
  • Focus on authentic engagement over rapid growth

• Market Examples:

  • Build-A-Bear (40% adult revenue)
  • Adult Happy Meals (McDonald's)
  • Calm's bedtime stories
  • Moon Pals and Squishmallows
  • Funko Pop figurines

The key to success in this market is understanding that while these products might seem silly initially, they fulfill genuine emotional needs for adults and create strong communities around shared interests.