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.