Disney’s Star Wars merchandise stuffed toys depicting Grogu character, commonly known as Baby Yoda.Chukrut Budru |Sopa Images | Lightrocket | Getty ImagesThere are two things keeping the toy industry afloat right now: inflation and a consumer group known as “kidults.”These kids at heart are responsible for one-fourth of all toy sales annually, around $9 billion worth, and are the biggest driver of growth throughout the industry, according to data from the NPD Group.This cohort, which NPD defines as ages 12 and older, has been steadily contributing to the industry for years, but spending has accelerated in the wake of the pandemic, leading to year-over-year gains despite tough comparisons.It’s an important moment for the toy industry, too, with the holiday season upon us. While sales surged across the board for board games, puzzles and playsets during the pandemic, the first nine months of 2022 saw …
