“Kidults” are adults buying toys, collectibles and traditionally “child” products — not for kids, but for themselves: for nostalgia, personal satisfaction, self‑expression and community.
Key Trends
- Toy sales rebound: After flat or declining periods, toy markets (especially in the U.S.) are growing again, with kidult purchases driving much of that growth.
- Licensed and IP‑driven products are especially hot. Brands tied to pop culture, movies, games, nostalgia are seeing strong performance.
- Smaller, collectible, experiential products are gaining ground: puzzles, action figures, boutique figurines, building sets, etc. Items that offer display, craftsmanship and hobby value.
Why It Matters for Retail and Merchandising
Demographic Shifts
As birth rates decline and traditional child populations shrink or age out, adults with disposable income are stepping in. This shift is filling a potential sales void and broadening the toy category’s total addressable market.
Community Fuels Commerce
Kidult buyers are deeply engaged in online fandoms. They share unboxings, display techniques, and collection updates on platforms like TikTok, Instagram, Reddit and YouTube, driving awareness, urgency and FOMO.
Merchandising Adjustments
Retailers are adapting with premium packaging, limited-edition drops and cross-category placements (toys in entertainment sections, for example). Toy departments that overlook this adult audience risk missing high-margin sales.
