A sudden resurgence of interest in Beyblades, a children’s toy from the late 90s, has been observed in Asia, with adults leading the charge. The customizable spinning tops, launched from a plastic strip, have made a comeback in popularity in countries such as Japan, Thailand, Taiwan, and Hong Kong.
A Community of Adults
In Hong Kong, a small tattoo parlor has started hosting community tournaments, welcoming tattooists from other studios and people in the neighborhood. The events have become a coliseum for adults to engage in friendly competitions, with some participants spending hundreds of dollars on Beyblades.
The toy’s popularity has also led to informal battles popping up in parks, gyms, and shopping malls. Players have even been known to use Chinese woks as makeshift stadiums when a traditional one is not available.
A Growing Trend
The surge in demand for Beyblades is part of a larger trend of adults sharing kids’ interests and hobbies, known as the ‘kidult’ phenomenon. This has driven sales in other nostalgic toys, such as Lego sets, retro digital pet games, and collectible cards.
The toy industry has been pivoting towards the kidult market in recent years, particularly in Asia where many economies are facing low birth rates. By targeting adults with disposable income, toymakers can tap into a lucrative market.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
