ABSTRACT
Toys can be a status symbol for their owners in addition to being a play object. The study of toys is aimed at many children and is often a qualitative research. Research on adults with toys is still lacking. This study examined how toys relate to adults and how they behave in interacting with toys. As many as 100 people became the sample using purposive sampling techniques. The toy brand used in the study was Hot Toys, a collection of toys closely shared with adults. Using SEM to analyze the data, this study shows a significant relationship between adults and toys. These results can be seen in hedonic lifestyle, brand experience, and brand image that affect customer satisfaction. Hypothesis testing shows the positive and significant influence of hedonic lifestyle on brand experience. Brand experience has a positive and significant impact on brand image, and a positive brand image creates a considerable effect on satisfaction.
