When will they figure out kids don't consume toys or play with them the way they used to, especially boys? It's anecdotal, but there has been a shift from the kids I've seen the last 15 years. They will play with action figures until maybe 7 or 8 now, but beyond that, it's all video games and screens. They certainly don't collect things. If anything, they might have a couple toys in their room that someone gave them on display, but they aren't creating giant battle scenes anymore unless dad is buying these toys and doing it with them.
Dad is still the gatekeeper. Dad is introducing their kids to shows he's interested in and buying them things that maybe he likes if he can get them into his IP's. That doesn't always work, but it's about the only way. Beyond that, it's older males in their 40's buying these things.
In any event, dad is the gatekeeper. Gen X and early millenials are the target audience of all of this. If you don't have them, you don't have anything.
And his play with all of them is so creative. For the Transformers, we go even farther by buying old broken specimens and we restore the vintage toys together. He's learning a lot taking things apart and fixing them. 
