Long associated with childhood, toys are now attracting an unexpected audience: adults. This trend, known as “Kidult” – a contraction of kid and adult – is transforming the toy industry, and increasingly impacting retail and investment strategies.
The Rise of the Kidult Consumer
Kidults are typically consumers aged 20 to 45 who purchase toys for themselves, not for children. The motivation isn’t necessarily traditional play, but rather collecting, displaying, or reliving cherished memories. Unlike children, these consumers often have disposable income and are willing to spend significant sums on limited editions or iconic items. In 2023, Europe alone saw €4.5 billion in revenue from kidult fandom, with projections for continued expansion, according to industry reports.
Toys Designed for Collection and Investment
Figurines, miniature cars, collectible Barbie dolls, rare Pokémon cards, and complex LEGO sets are particularly sought after by Kidults. These items often possess high symbolic value, frequently produced in limited quantities and linked to popular films, series, or franchises, transforming them into decorative pieces. While some view this as a social or recreational pursuit, the primary drivers are often collection and, increasingly, investment.
The Pandemic as a Catalyst
Interest in toys among adults existed prior to , but was often associated with “geek” culture and sometimes concealed. The pandemic served as a significant turning point. During periods of confinement, many sought comfort, nostalgia, and positive activities at home. This surge in demand has proven remarkably durable. Pokémon cards are a prime example. their popularity and value have soared since , with some cards now offering returns comparable to financial investments.
Brands Adapting to the Adult Market
LEGO has been particularly adept at capitalizing on the Kidult trend. Since , the company has introduced sets specifically designed for adults, offering greater complexity and higher price points. In , LEGO launched a Millennium Falcon set priced at $1300, comprising over 9,000 pieces. This demonstrates a clear shift towards catering to the adult collector market.
Another recent phenomenon is the rise of Labubu, small plush toys that went viral on TikTok in the summer of . Originally sold for $30, some have since fetched hundreds of dollars on the secondary market, fueled by social media and a sense of community. This illustrates the power of online platforms in driving demand and creating scarcity.
Beyond the Toy: A Need for Comfort and Connection
The appeal for adults extends beyond the object itself, encompassing the emotions it evokes. Nostalgia, a sense of belonging, and a respite from daily anxieties all contribute to the growing popularity of toy collecting. The Kidult trend doesn’t represent a rejection of adulthood, but rather a redefinition of it. Today, being an adult doesn’t necessarily mean relinquishing pleasure.
Financial Implications and Market Shifts
The Kidult phenomenon is reshaping the toy retail landscape. Toy sales, after a period of stagnation, are rebounding, with adult purchases driving much of this growth. Retailers are adapting by offering premium packaging, limited-edition releases, and cross-category placements, recognizing the potential for high-margin sales. The industry is also seeing a shift towards smaller, collectible, and experiential products, such as puzzles, action figures, and building sets, which offer display value and cater to hobbyists.
In North America, adults represent approximately 14% of toy sales, spending over $9 billion annually. This demographic shift is filling a potential sales void as traditional child populations shrink or age out, broadening the toy category’s total addressable market. The growth is fueled by deeply engaged online fandoms, where collectors share unboxings, display techniques, and collection updates on platforms like TikTok, Instagram, Reddit, and YouTube, creating awareness and a sense of urgency.
The Broader Economic Context
The rise of the Kidult is symptomatic of broader economic and cultural trends. The search for emotional comfort and nostalgia is often heightened during periods of economic uncertainty or social upheaval. The increasing importance of online communities and social media platforms has facilitated the formation of collector groups and driven demand for limited-edition items. The trend also reflects a growing acceptance of self-expression and a blurring of traditional age-related boundaries.
The toy industry’s successful adaptation to the Kidult market provides a valuable case study for other sectors facing demographic shifts and changing consumer preferences. The ability to tap into nostalgia, foster community, and offer unique, collectible products is proving to be a winning formula in a rapidly evolving retail environment.
