Meet Michael Nocella, Editor and Kidult

“I still believe in heroes.” Nick Fury Michael Nocella with Disney+ Infinity

Hulk and Spider-Man, two collectible figures he displays proudly in his office.

In October, seasoned reporter and writer Michael Nocella came on board as edplay’s assistant editor. The UConn graduate is also an avid actionfigure collector – a surprise bonus for us, given that the industry is in the midst of a “kidult” surge.

“The pandemic only heightened the demand for playthings that cater to an older group of toy consumers,” noted the Toy Association’s 2021 Q4 Toy Trends Update. “Retailers are setting aside more dedicated shelf and online shopping space for grown-up toy lovers, and toymakers are rolling out products with crossgenerational appeal.”

Products riding this trend include relaunched retro toys, toys driven by oldschool properties making a comeback, and collector-driven action figures and games. Recognizing that the audience for these toys is ever widening, the category GrownUp Toy of the Year was added to the TOTY award lineup this year.

Similar to other toy trends (adult coloring books, jigsaw puzzles), it represents an opportunity for specialty toy retailers whose merchandise mix often includes “something for everyone.” Here, we picked Michael’s brain to find out what he and other collectors like him are looking for, where he shops, and why play is an important factor in his life.

edplay: When did you start collecting?

Michael: I started when I was a kid, but I stopped collecting when I was teenager. I began again when I was in my 20s, and by the time I was 30, I had found companies like Funko, Mezco Toyz, S.H. Figuarts and Mafex that specialized in higher-end collectible figures for an older demographic.

I started because my favorite shows, books, and movies had all these toys to go along with them. I thought it was so cool to be able to get a character from them – something you could hold in your hand or display on your shelf. From X-Men, Spider-Man, Batman, and Superman to Star Wars, the characters entered my life at an early age and became something I’m passionate about.

Do you consider your collection an investment?

I do consider it an investment. Most of the figures I buy I keep new in-box or display in a very safe place, knowing that I might want to sell them one day. I’ve spent a couple thousand dollars on action figures and I’ve probably made around that same number by selling some to sustain it as a hobby. There was one Spider-Man figure I bought for $60 in 2019 and sold for $450 in 2021.

It’s a very active industry. You can turn to eBay or Facebook marketplace in a moment’s notice to sell pretty quickly.

How often do you add something new to your collection?

I’ve slowed down lately and I’m pretty happy with where my collection is at the moment – but I’m sure I haven’t bought my last action figure. Just don’t tell my girlfriend!

When I was living in New York City, there was a great shop called Image Anime. They had an amazing selection because they carried all S.H. Figuarts and Mafex figures imported from Japan. They closed their brick-and-mortar during the pandemic, but they have a great online presence.

For Funko Pops and other collectibles, I always check out local comic-book and toy shops. Community groups and collectible pages on Facebook pages are great places to buy and sell. And of course, there’s eBay...

What do you look for?

I just love getting things that I know have some type of scarcity to it and/or are aesthetically awesome. I think those variables go a long way to ensuring the collectible will appreciate well over time, and also give me something I’ll be excited to display in my office or at home.

What kind of service from a retailer, – whether it’s online or bricks-andmortar – do you expect?

If I regularly bought high-end collectibles from the same store, it would be nice if – when something hard-to-find comes in – they put it aside for me. One store I frequented knew I was all about Marvel stuff. When they got something really cool within the Marvel Comics collectible realm, they’d save it for me and message me on Facebook. Little things like that kept me going back in.

What, exactly, about your collection appeals to you?

I don’t play with action figures like I did when I was 7, so it’s all about the exclusiveness, engineering, artwork, design, aesthetics, and quality. I love having a piece that is made well, hard to find, and looks great on a shelf. I’m happy to say most of my collection fits that description.

How do you interact with your collection?

I display different pieces in different places and since there is only so much space, I will rotate things in and out. If a new season of “The Mandalorian” is coming out on Disney+, I’ll probably be in a “Star Wars mood” and want to display accordingly. If a new Avengers movie is on the horizon, my best Avenger collectibles will get the spotlight.

I like to think of it as decorating for pop-culture holidays.

Whom do you share your collection with? Do you trade, or buy and sell with others?

I’ve begun to pass down some of my action figures to my oldest nephew and would love to do more of it if he gets into superheroes. Right now, it’s Pokémon and Jurassic Park. If and when I have kids, I would definitely love to do the same with them. As for trades, I haven’t done any yet, but I wouldn’t rule it out moving forward. And as I mentioned earlier, I will definitely continue to sell and buy here and there to scratch my collector’s itch.

Is play important in your life? What other forms does it take?

I love toys and I love to play games. If I have a wadded-up paper in my hand and there’s a trash can within 20 feet, you can bet your last dollar I’m going to shoot the paper like it’s a basketball. I’m also a huge board game guy. If there’s a game of Monopoly or Settlers of Catan going on, I want in. I’m an athlete, too. I love playing pickup basketball, football, or ultimate Frisbee. I also have three nephews who are super into “Cars” and “Jurassic Park” and I love to sit in their playroom and play with them.

Do you consider yourself a “kidult?” How do you feel about that term?

I just recently heard it, but I definitely qualify. My girlfriend calls me a “manchild.” Being a kid is the best, and if I can hold onto a little bit of that in my personal brand and identity, I’m all for it!