Think the toy industry is just for children? Think again. The kidult market is taking the industry by storm, with sales of toys for kidults outpacing sales of toys to children across Europe. Defined as any person aged 12+ who is receiving or buying toys and games for themselves, kidults are the biggest driver of growth for the toy industry and toy makers such as Mattel have started creating lines and licenses solely for these consumers!
Finding nostalgia in childhood memories, this kidults demographic is flocking to invest in beloved toy brands from the 80s and 90s such as Barbie, Transformers, Care Bears, Dungeons and Dragons, and more. And they’re propping up the collectible toy industry too which is predicted to skyrocket to a market value of $35.3 billion globally by 2032. Licensed toys account for 31.1% of the global toy market and collectibles make up 20.9% of the UK’s toy market – with these staggering figures expected to increase.
Amazon search trends are on the rise too. Searches for ‘90s themed gifts’ was up by 54% in April 2024 compared to the previous month, and ‘90s kids toys’ followed closely behind at +36%. In an ever evolving and tumultuous world, young adults are seeking escapism in the familiar embrace of their pasts, and don’t plan to stop anytime soon.
Take a look at the number of toy franchises making their way to the big screen in the next few years. The success of Greta Gerwig’s Barbie (2023) movie has created a platform for toys and games like Hot Wheels, Uno, Monopoly and more to bring the joy of childhood to the screen – not for today’s children, but for kidults.
Chasing childhood experiences extends across pop culture too. Consider the enduring legacy of Star Wars and Harry Potter – media franchises that today’s adults grew up with and continue to cherish and share. The overwhelming success of Netflix’s Stranger Things revealed the cross-generational appeal of nostalgia, capturing the hearts of not only Gen X and millennials, but driving Gen Z’s affinity for the 1980s too.
The lines between childhood and adulthood are becoming increasingly blurred, with traditionally ‘childish’ hobbies gaining a growing acceptance for adults to pursue. Attending comic-cons and collecting toys are no longer niche hobbies relegated out of sight in the fringes but have emerged as mainstream cultural activities visible to all. According to tracking company Ciracana, the main reasons adults said they were buying kidult focused items for themselves was because toys are fun, familiar and also good for their mental health. Plus, Circana found, in the European market, toy sales to children have declined by €200 million since 2019, but they have increased by €1 billion for kidults.
By shifting away from exclusively viewing the toy market as a buying arena for children and their parents, and instead tapping into the rapidly expanding kidult market, retailers can find new avenues for growth and revenue.
Leaning into this evolving market, Paladone WeCool is investing heavily in meeting the wants and needs of kidults. Alongside licensor partners such as Hasbro, Sanrio and Netflix, Paldaone WeCool is developing a wide range of licensed products across Hello Kitty, Gudetama, Hot Wheels and more in 2024, with much more to come in 2025 and beyond.
