Morning Brew Daily Are AI Companions a Threat to Toys? & The Kidult Economy is Booming
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Nov 28, 2025 Guest James Zahn, editor-in-chief of The Toy Book and known as 'The Rockfather', delves into the fascinating world of toys. He discusses the potential threat of AI companions and the challenges they pose for traditional toys. The rise of the Kidult economy is explored, highlighting how adult collectors are reshaping the market. Zahn also examines the close relationship between Hollywood and toy manufacturing, revealing how pop culture drives toy trends. Plus, he shares his thoughts on holiday shopping and his picks for iconic toys.
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AI Companions Are Service, Not Forever Toys
- AI companion toys are less a physical product and more a cloud-based service that can stop working if the provider shuts down.
- James Zahn warns this model effectively rents functionality, creating ownership and longevity concerns for parents.
Limit Handheld Screens For Younger Kids
- Try to limit kids' use of handheld screens like phones and tablets to preserve active, outdoor playtime.
- James Zahn recommends delaying handheld-screen access where possible to protect traditional childhood experiences.
Kidult Market Is Deeply Rooted, Then Accelerated
- Adult collecting ('kidult') is not new but has intensified with nostalgia cycles and the pandemic's boost in discretionary spending.
- Zahn traces collectors back decades and says recent growth stems from returning adults and pandemic-era buying.