Kids at heart?: Exploring the material cultures of adult fans of all-ages animated shows

Abstract

Currently, the animated television series is a largely child-oriented medium, with occasional exceptions such as South Park (1997–present), Family Guy (1999–present) or the shows broadcast on Cartoon Network’s adultsonly programming block [adult swim]. Because of this, television animation merchandise is primarily aimed at children, with a plethora of toys, clothing and other items available for a variety of shows. For series such as the first iteration of The Powerpuff Girls (1998–2005) or, more recently, My Little Pony: Friendship is Magic (2010–19), producers and creators have been aware that adult audiences exist but floundered in creating adult-oriented merchandise. However, this attitude seems to be shifting: shows such as Adventure Time (2010–18) and Steven Universe (2013–present) have massive, multigenerational appeal and Cartoon Network has happily embraced the series’ adult fans, aiming a number of merchandising programmes specifically at them. This article will explore the material cultures of television through the adult fans’ relationship to the merchandise of their favourite animated shows, first by discussing what merchandise, if any, television networks create for adults, and going on to theorize that such merchandise is a significant outlet in adults’ persisting need for play.