Claudio Huamán de los Heros

Claudio Huamán de los Heros is the director of the Marketing program at the Universidad San Ignacio de Loyola (USIL) in Peru. He has contributed significantly to the understanding of consumer behavior, particularly in the context of 'kidults,' adults who indulge in childhood nostalgia through the purchase of toys and collectibles. His insights highlight the economic impact of this demographic on the entertainment industry, emphasizing how adult consumers are pivotal for brands like LEGO, Mattel, and Hasbro.