Advertisers are touching themselves ecstatically right now, scheming about a huge new market: Rejuveniles, adults who love kid stuff. They have discovered that the average age of video game players is 29, and a quarter of TV cartoon SpongeBob Squarepants watchers are over 18. I dunno if they sample for marijuana intake, but those "kidults" are totally baked and we all know it.

So the New Nostalgic Sincerity is evidently on, announced right on the front page of the Times' Sunday Styles section. Ironically, it's an un-sincere and completely manufactured movement — to sell stuff, what else? Lite Brites and Hello Kitty. Sesame Street. My Little Pony and Strawberry Shortcake. It's all back, and adults in their 30s can still clearly recall the happy commercial jingles. Hearing those distant reminders, it seems many are more than willing to take up childish things, turning their backs on adulthood in a world with which they might not be particularly satisfied.
I Don't Want To Grow Up! [NYT]