Shopping: Playtime Grows Up: The Rise of the Kidult Toy Economy
- InsightTrendsWorld
- Sep 1
- 5 min read
What Is the Trend? – The Kidult Toy Boom
Adults outspend kids in toys: For the first time, consumers aged 18+ (sometimes defined as 12+) have driven more toy demand than preschoolers, generating $1.5 billion in sales in early 2024.This marks a structural shift in the toy industry, where the traditional child-driven segment is no longer the main engine of growth.
Kidult-driven global turnaround: In 2025, toy sales across G12 countries rose 7% to $27.5 billion after years of decline, largely powered by adults and Gen Z collectors.The recovery highlights how adult engagement is not a passing fad but a stabilizing force for the industry’s rebound.
Pop Mart and collectibles lead: Hot releases like Labubu target Gen Z “kidults,” positioning toys as collectible art and cultural artifacts rather than playthings for children.These products are intentionally marketed to young adults who value rarity, design, and displayability.
Why It’s Trending – Stress Relief Meets Social Belonging
Nostalgia under pressure: In times of uncertainty, consumers return to childhood comforts, making toys a therapeutic purchase.The pandemic accelerated this emotional reconnect, and economic stress continues to reinforce the behavior.
Community and culture: Social media has normalized adult toy ownership, turning collecting into a shared culture rather than a niche.This visibility fuels belonging, encouraging consumers to celebrate their purchases and form collector communities.
Beyond play: tactile escape: Larger sets (e.g., LEGO) and intricate designs serve as mindful activities, offering tactile focus in an overly digital world.Toys thus double as both leisure activities and wellness tools, meeting consumer needs beyond entertainment.
Overview – Toys as Lifestyle, Not Just Playthings
The toy aisle is being reimagined. Once centered on childhood, it is now a cultural hub for adults seeking nostalgia, collectibles, mindful activities, and conversation pieces. With Gen Z and Millennials driving demand, toys are evolving into lifestyle goods, bridging self-expression, home décor, and personal wellness.
Detailed Findings – Kidults Reshape the Market
Adult collectors outpace preschoolers: This demographic now accounts for the majority of new growth. For the toy industry, this is a paradigm shift—children are no longer the most reliable base.
Sales recovery powered by adults: After declines in 2023 and 2024, 2025 shows a 7% growth surge globally, all tied to 12+ consumers. This shows the industry’s resilience when adults are engaged.
Collector-focused marketing: Companies like Pop Mart openly state their target audience is Gen Z kidults, not children. This reframes toys as “lifestyle collectibles” that sit closer to art, sneakers, or fashion collabs.
Multi-motivational buying: Purchases are motivated by nostalgia, community, investment potential, tactile engagement, and aesthetics. This makes toys more versatile than child-focused playthings.
Key Success Factors – What Makes the Trend Work
Emotional resonance: Nostalgia-driven connections foster repeat buying during uncertain times.
Community building: Social platforms amplify belonging, driving toy culture into mainstream visibility.
Collectibility: Limited editions, rare items, and displayability keep consumer interest high.
Wellness angle: Toys that offer focus and tactile engagement gain traction as anti-screen lifestyle products.
Key Takeaway – Kidults Are Reshaping the Industry
The kidult toy consumer is not a fad—it is becoming the backbone of toy retail growth. With their higher discretionary income, emotional motivations, and cultural influence, kidults are redefining toys as lifestyle essentials, ensuring this segment continues to dominate future sales.
Main Trend – Toys as Lifestyle Collectibles
The core shift is toys evolving into lifestyle collectibles, transcending childhood play and becoming expressions of identity, community, and mindful living.
Description of the Trend: “Kidult Collectible Culture”
This trend is best described as Kidult Collectible Culture—toys as emotional, cultural, and social artifacts for adults, not just objects of childhood play.
Key Characteristics of the Core Trend – Kidult Collectible Culture
Adult-led demand: Higher sales from 12+ consumers than children.
Cultural framing: Toys marketed as lifestyle and décor items.
Social amplification: Communities form online, normalizing adult play.
Emotional depth: Nostalgia, stress relief, and belonging drive purchase behavior.
Market & Cultural Signals Supporting the Trend
Circana data shows toy sales growth in all tracked countries simultaneously for the first time in years.
Pop Mart’s Labubu and similar collectible brands specifically target Gen Z, proving adult-oriented strategies work.
Toy influencers and online collector communities reinforce the culture, giving legitimacy to adult toy ownership.
Toys as “displayable art” reflect crossover with fashion, sneakers, and pop culture collectibles.
What Is Consumer Motivation – Immediate Drivers
To relive childhood memories through tangible nostalgia.
To belong to collector communities and share social identity.
To find tactile escapes in mindful, screen-free play.
To decorate homes with conversation-worthy cultural pieces.
What Is Motivation Beyond the Trend – Deeper Drivers
Need for emotional grounding in uncertain times.
Desire for identity expression through unique collectibles.
Investment potential in rare, limited-edition items.
Social affirmation and connection in a digital-first era.
Consumer Profile – The Kidult Collector
Age: 18–40, spanning Gen Z and Millennials.
Lifestyle: Digital natives, socially expressive, nostalgia-driven, financially willing to spend on culture.
Behavior: Collects toys as décor, investments, and mindful activities; influenced by online communities and limited drops.
How the Trend Is Changing Behavior
Adult collectors now shape product launches and retail strategies.
Toy purchases are increasingly multi-purpose: leisure, décor, investment, and wellness.
The retail toy aisle is rebranding for inclusivity of older demographics.
Implications Across the Ecosystem
Consumers: Gain cultural legitimacy for toy purchases beyond childhood.
Brands & CPGs: Must design collectibles, limited editions, and lifestyle crossovers for adults.
Retailers: Reimagine toy aisles as lifestyle aisles—blending pop culture, nostalgia, and art.
Strategic Forecast – Kidult Future Outlook
Sustained growth: Adult demand will continue fueling the industry, especially in collectibles.
Crossovers: Expect more collabs with fashion, gaming, and pop culture IPs.
Wellness play: Toys marketed as focus, mindfulness, and stress-relief tools will expand.
Digital-physical hybrids: Collectibles linked to AR/VR or blockchain may rise.
Holiday dominance: Adults will increasingly drive seasonal toy splurges.
Areas of Innovation – What’s Next for Kidults
Display-Ready Toys – Designed as both collectibles and décor.
Mindful Play Kits – LEGO-like sets marketed for adult focus and stress relief.
Collector Subscription Boxes – Monthly curated drops for kidults.
Toy-Art Crossovers – Collaborations with artists, designers, and luxury brands.
Gamified Collecting – AR-enabled toys or digital twin collectibles.
Summary of Trends
Core Consumer Trend: Toys as adult lifestyle goods.
Core Social Trend: Online communities legitimizing adult toy ownership.
Core Strategy: Target adults with nostalgia, collectibility, and culture.
Core Industry Trend: Retail pivots to serve 12+ demographics.
Core Motivation: Emotional relief, belonging, identity expression, and mindful play.
Final Thought – “The Adults Have Taken Over the Toy Aisle”
The kidult trend is no temporary craze—it reflects a cultural reset. Toys are no longer just for children but for adults seeking joy, nostalgia, and community. By embracing Kidult Collectible Culture, retailers and brands can secure growth in a market where play is timeless—and increasingly, ageless.
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