Why Are Adults Returning to Childhood Toys – and How Can Brands Leverage It?

Global events have impacted consumer purchasing power, leading to more cautious spending and the avoidance of non-essential purchases. This trend has resulted in a decline in global toy market sales. However, these same events have created new potential – the Kidults audience, which now accounts for every fifth toy purchase ¹, offering new growth opportunities in the market. Who are Kidults, and how can this audience provide new opportunities for brand growth? Read on to find out.

What Are Kidults?

According to Oxford Languages, the term Kidults originated in 1960, combining the English words kid (child) and adult (grown-up). Meanwhile, the Cambridge Dictionary defines it as an adult who enjoys activities or purchases items traditionally associated with children.

There is no direct Latvian equivalent for this term, but possible adaptations could be "lielbērns" (combining "big" and "child") or "bērnaudzis" ("child" + "grown-up"). However, to maintain international recognition, this article will continue using the English term Kidults.

Given Europe's demographic changes and aging population, this audience is becoming increasingly important for the toy and gaming industry. Over the past decade, the number of children under 12 in Europe has decreased by 2%, while the adult population continues to grow.²

Factors Driving the Kidults Trend:

Pandemic

During the pandemic, demand in the toy market increased, for example, by 37% in the United States³. Some experts even expressed concerns about parents excessively buying toys for their children. However, data revealed that the highest number of purchases came from adults buying toys for themselves, to pass the time and engage their minds during isolation.

Nostalgia

Nostalgia is a powerful emotional force that allows people to revisit childhood memories and reconnect with their inner child. Memories of toys, video games, and comic book heroes offer an escape from the worries of adult life. The toy and entertainment industries have focused on bringing back popular toys and characters from the 1990s and early 2000s, particularly targeting the Millennial generation (born 1981-1996). It’s also noteworthy that Gen Z (born 1997-2010) is interested in the games and heroes of previous generations. The return of retro pop culture is fueled by media, social platforms, and the film industry, offering updated versions of iconic movies.

Increase in Mental Health Issues
Economic instability, political upheavals, and climate change are contributing to growing anxiety in people's daily lives. One in three Europeans experiences symptoms of anxiety.⁴ It’s no surprise that consumers are seeking ways to escape reality. A study in the UK revealed that 47% of adults purchase toys to enjoy the fun and improve their mental health.⁵ 

Extended Childhood
Economic uncertainty is causing many young people to delay important adult decisions, such as starting an independent life or starting a family. Living longer with parents extends childhood and fosters a desire to continue enjoying its entertainment. In Europe, 47% of Gen Z members still live with their parents. ⁶

 Brand Examples for Attracting Kidults:

Toys and Games
Lego is a leader in attracting the Kidults audience, having developed special products for adults some time ago, such as architectural landmarks, large-scale car models, and flower collections. Lego also boasts a large community of collectors who actively share their collections on social media. For example, Bricksiej, with 1.5 million followers on TikTok (@bricksiej) and nearly 500,000 YouTube subscribers, documents the development of his Lego city, inspiring other fans. In addition, Lego engages adults in creative workshops and Lego building activities both online and offline. To promote its Botanical collection, Lego created a pop-up Botanical Cafe in Taiwan.

In Latvia, Lego launched an active Valentine's Day campaign in February, promoting gifts for loved ones.

The interest of Kidults in toys led to the opening of the Fish and Chip pop-up store in London last year. The company Jellycat Selfridges offered plush toys such as French fries, fried fish, and lemon slices.

The potential of Kidults has been recognized not only by the toy industry but also by other sectors that are successfully utilizing it.

Hotels and Leisure
To experience childhood carefree moments, you can stay in the Malibu Barbie Dream House – with a bright pink interior, a pool, and thematic details. In 2023, this unique accommodation was offered to guests to celebrate the release of the new Barbie movie.

In Latvia, the nostalgia trend has inspired the bar network "Ezītis miglā," whose identity is based on the 1975 animated film. The bar has become a popular meeting spot for different generations – from Gen Z to Gen X – offering an environment where everyone can feel at home.

Fashion
Many clothing brands offer collections that feature pop culture characters, catering to adults as well. Even high-fashion houses have embraced this approach, such as Moschino, which created a special capsule collection inspired by the animated character SpongeBob SquarePants. This collection was part of a charitable initiative to support AIDS treatment.

Interior Design

Inspired by childhood playgrounds, companies are creating creative and freedom-promoting environments in offices and co-working spaces. This includes integrating elements such as bright colors, slides, swings, and playful relaxation areas into the interior design. In Latvia, companies are also following this trend. For example, Bite Latvija has installed a slide in its office, while Evolution Latvia has transformed its cafeteria into a vibrant and creative space with Luīze Avotiņa's colorful flowers, offering employees the chance to play table hockey and the locally popular game of novuss.

Design
Pop culture and toys also inspire great design. The French company Leblon Delienne, known as pop sculpture creators, has transformed Disney's iconic characters – Mickey and Minnie – into works of art. Renowned artists such as Be@rbrick and KAWS have also created collectible design toys, which have gained significant popularity among the Kidults audience worldwide.

Well-being
Adults often prefer gummy candies as well. The brand Olly has capitalized on this demand by offering dietary supplements in the form of gummy candies, as well as emoji-shaped tablets. Why not start your day with a smiling vitamin D?

Food
The Latvian ice cream brand Pols successfully leveraged the nostalgia trend by reintroducing its old Pols ice cream recipe in 2013, thereby strengthening the brand with childhood flavor memories. This approach has helped the brand become the most beloved ice cream on the market.⁷

Childhood memories and emotions are deeply personal and create a strong emotional connection. Therefore, for brands – not only in the toy industry but also in other sectors – using the Kidults trend provides an opportunity to build close relationships with consumers by offering unforgettable and positive experiences.

References:

[1] Circana

[2] Circana

[3] WGSN

[4] GWI 2024 Q4

[5] Circana

[6] GWI 2024 Q4

[7] Baltic Brand 2024