"From childless fans of kiddie music to the grown-up readers of 'Harry Potter,' inner children are having fun all over. Whether they are buying cars marketed to consumers half their age, dressing in baby-doll fashions or bonding over games like Twister and kickball, a new breed of quasi adult is co-opting the culture of children as never before. Most have busy lives with adult responsibilities, respectable jobs and children of their own. They are not stunted adolescents. 2 They are something else: grown-ups who cultivate juvenile tastes in products and entertainment. Call them rejuveniles.
"Celebrated by market researchers and fretted over by social scientists, rejuveniles come in all ages but are mostly a product of the urban upper classes (free time and disposable income being essential in their lifestyle). Evidence of their presence is widespread. According to Nielsen Media research, more adults 18 to 49 watch the Cartoon Network than watch CNN. More than 35 million people have caught up with long-lost school pals on the Web site Classmates.com. ('There's something about signing on to Classmates.com that makes you feel 16 again,' the '60 Minutes II' correspondent Vicki Mabrey reported.) Fuzzy pajamas with attached feet come in adult sizes at Target, along with Scoobie Doo underpants. The average age of video game players is now 29, up from 18 in 1990, according to the Entertainment Software Association. Hello Kitty's cartoon face graces toasters. Sea Monkeys come in an executive set.
"Researchers at the MacArthur Foundation are studying 'adultolescents,' those 20- and 30-somethings who live at home and still depend on their parents for emotional and financial support.
"Some social scientists, however, see signs of a deeply troubling trend. That so many adults expend so much time and energy pursuing the thrills of youth just proves how significantly 'adulthood has lost its appeal,' said Frank Furendi, a professor of sociology at the University of Kent at Canterbury in England. 'Adulthood has got nothing attractive about it anymore. That's actually quite sad.'
"Mr. Furendi began researching what he calls 'the self-conscious cultivation of immaturity' after spotting college students watching 'Teletubbies' in a university bar. The scene stuck in his mind, and he came to think of it as representative of a wave of infantilism sweeping Britain and beyond. What is happening, Mr. Furendi maintained, is a natural if extreme response to a media culture that equates being old with being square and being young with being relevant. 'Today, the way you demonstrate your worth is the extent to which you still go to rock concerts, you're still groovy, you're still a player,' he said."
Christopher Noxon, "I Don't Want to Grow Up!" NYTimes, August 31, 2003