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.Kidults, who tend to spend more on toys, have a great fondness for cartoons, superheroes and collectibles that remind them of their childhood.Hasbro's Black Series for action figures, is a prime example of this, tapping into the desire for high-quality Star Wars and Marvel collectibles.The toy manufacturer partnered with Netflix to create a larger version of its Lite-Brite set based on "Stranger Things" that can be hung as artwork."