# Professor Allen Adamson explains why toymakers are repackaging veteran brands into special-edition versions

1 Faculty News December 15, 2019 ![Wall Street Journal logo](/sites/default/files/styles/246w/public/assets/images/wsjlogo.jpg?itok=5Qt0z3WX)>

Excerpt from [The Wall Street Journal](https://www.wsj.com/articles/barbie-at-60-trivial-pursuit-at-40-toymakers-navigate-midlife-11576414800) -- “'Nostalgia is never a selling point to the kid,' says [Allen Adamson](https://www.stern.nyu.edu/faculty/bio/allen-adamson), co-founder of Metaforce, a brand-consulting firm. 'Brand new’ is the most important selling point to kids.'”

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