Throwback products making a splash with ‘kidults’ this summer

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“Grimace is the perfect lovable icon to have McDonald’s meet our fans at the intersection of nostalgia and culture,” said Tariq Hassan, chief marketing and customer experience officer at McDonald’s USA. (Photo courtesy of PRNewswire)

Get ready for the summer of nostalgia. From the movie “Barbie” to the purple McDonald’s shake in honor of Grimace’s 52nd birthday, throwback products are making a big splash, particularly with what marketers call “kidults.” These kids at heart are responsible for about $9 billion in toy sales annually.

“There can be a lot of negative feelings about the present, especially in relation to technology and the economy – nostalgic products are a little relief to that,” says Neil Saunders, managing director of retail for data and analytics firm GlobalData.

He says this group is what’s keeping the toy industry afloat.

Vikki Locke, C2 Communications, The SWFL 100