The Rise of the ‘Kidult’

[anatta]

2021 Toy Association Survey found that 58% of adult respondents had purchased a toy for themselves, per Bloomberg. Of those:

The Rise of the ‘Kidult’

Toy and game businesses are getting a boost from nostalgic adults revisiting their youth.

getpocket.com

• 65% purchased board games
• 61% bought craft or building kits
• 53% threw down on collectibles
• 52% got into video games

The trend is also leading brands to release toys geared toward adults, like grown-up-sized Razor scooters, artsy Lego sets, and a $105 Barbie dressed like David Bowie.

• On TikTok, #AdultMoney videos of adults buying toys for themselves, “and having zero regrets about it,” have nearly 4B views.

unko Pops launched in 1998 with a bobblehead of the Big Boy mascot. Now it’s worth $1.15B, selling pop culture dolls.

The figures appeal to all ages, but many — e.g., Beetlejuice or Britney Spears — likely resonate most with the adults who grew up with them. Others just aren’t for kids, like, uh, this bloody Hannibal Lecter doll.

Trends also found several opportunities based on increased interest in kid-stuff-but-for-adults:

• Google searches for adult bounce houses are up 87%
• Goodles — a food company making healthier versions of kids’ meals — raised $10m in 2022 and gets ~80k website visits/mo.

 

[Sweden]

View attachment 67583014

2021 Toy Association Survey found that 58% of adult respondents had purchased a toy for themselves, per Bloomberg. Of those:

The Rise of the ‘Kidult’

Toy and game businesses are getting a boost from nostalgic adults revisiting their youth.

getpocket.com

• 65% purchased board games
• 61% bought craft or building kits
• 53% threw down on collectibles
• 52% got into video games

The trend is also leading brands to release toys geared toward adults, like grown-up-sized Razor scooters, artsy Lego sets, and a $105 Barbie dressed like David Bowie.

• On TikTok, #AdultMoney videos of adults buying toys for themselves, “and having zero regrets about it,” have nearly 4B views.

unko Pops launched in 1998 with a bobblehead of the Big Boy mascot. Now it’s worth $1.15B, selling pop culture dolls.

The figures appeal to all ages, but many — e.g., Beetlejuice or Britney Spears — likely resonate most with the adults who grew up with them. Others just aren’t for kids, like, uh, this bloody Hannibal Lecter doll.

Trends also found several opportunities based on increased interest in kid-stuff-but-for-adults:

• Google searches for adult bounce houses are up 87%
• Goodles — a food company making healthier versions of kids’ meals — raised $10m in 2022 and gets ~80k website visits/mo.

None of these categories are necessarily 'toys'.

 

[Lord of Planar]

View attachment 67583014

2021 Toy Association Survey found that 58% of adult respondents had purchased a toy for themselves, per Bloomberg. Of those:

The Rise of the ‘Kidult’

Toy and game businesses are getting a boost from nostalgic adults revisiting their youth.

getpocket.com

• 65% purchased board games
• 61% bought craft or building kits
• 53% threw down on collectibles
• 52% got into video games

The trend is also leading brands to release toys geared toward adults, like grown-up-sized Razor scooters, artsy Lego sets, and a $105 Barbie dressed like David Bowie.

• On TikTok, #AdultMoney videos of adults buying toys for themselves, “and having zero regrets about it,” have nearly 4B views.

unko Pops launched in 1998 with a bobblehead of the Big Boy mascot. Now it’s worth $1.15B, selling pop culture dolls.

The figures appeal to all ages, but many — e.g., Beetlejuice or Britney Spears — likely resonate most with the adults who grew up with them. Others just aren’t for kids, like, uh, this bloody Hannibal Lecter doll.

Trends also found several opportunities based on increased interest in kid-stuff-but-for-adults:

• Google searches for adult bounce houses are up 87%
• Goodles — a food company making healthier versions of kids’ meals — raised $10m in 2022 and gets ~80k website visits/mo.

Well, I am guilty of buying over $300 worth of Gravitrax sets. Not mine, but here are examples of what can be done.

 

[ataraxia]

Heck I still occasionally watch Sponge Bob.

I’m thinking the world would be a better place if more “adults” did too. Sometimes ya gotta let that inner 8 year old out to play

 

[Slartibartfast]

I play table top role playing games weekly. I also have a shelf full of board games (with some being quite expensive). My house is decorated with swords, legos, dinosaurs, star wars stuff, etc. I haven't been playing video games as much as I used to, but I, of course, have every console (but no desire to upgrade to the ps5pro or new switch).

I also have raised 3 kids, have a very advanced and well paying IT job, am up for a promotion for an even more advanced and well paying IT job, go to church weekly, have a masters degree, spend probably 30-60 minutes a day learning new skills, have a mortgage, a great credit score, very little debt, and help to take care of those less fortunate then me.

I think society should unclench the use of the word adult. People need balance in their lives between work and play.

 

[Gaius46]

View attachment 67583014

65% purchased board games

• 61% bought craft or building kits
• 53% threw down on collectibles
• 52% got into video games

None of these are necessarily for kids. MONOPOLY for one example is an adult board game and has been around for decades. Collectibles are sometimes with an eye at selling them for a profit.

 

[lynnwinslow]

View attachment 67583014

2021 Toy Association Survey found that 58% of adult respondents had purchased a toy for themselves, per Bloomberg. Of those:

The Rise of the ‘Kidult’

Toy and game businesses are getting a boost from nostalgic adults revisiting their youth.

getpocket.com

• 65% purchased board games
• 61% bought craft or building kits
• 53% threw down on collectibles
• 52% got into video games

The trend is also leading brands to release toys geared toward adults, like grown-up-sized Razor scooters, artsy Lego sets, and a $105 Barbie dressed like David Bowie.

• On TikTok, #AdultMoney videos of adults buying toys for themselves, “and having zero regrets about it,” have nearly 4B views.

unko Pops launched in 1998 with a bobblehead of the Big Boy mascot. Now it’s worth $1.15B, selling pop culture dolls.

The figures appeal to all ages, but many — e.g., Beetlejuice or Britney Spears — likely resonate most with the adults who grew up with them. Others just aren’t for kids, like, uh, this bloody Hannibal Lecter doll.

Trends also found several opportunities based on increased interest in kid-stuff-but-for-adults:

• Google searches for adult bounce houses are up 87%
• Goodles — a food company making healthier versions of kids’ meals — raised $10m in 2022 and gets ~80k website visits/mo.

What's your opinion about this?
A lot of things you referenced aren't toys in the conventional sense. They are sophisticated building sets or complicated games.
I personally think collecting dolls (figures) and displaying them is an odd hobby for an adult but as long as the person isn't going to debt to get them, then

 

[MamboDervish]

It all just looks like tons of more plastic stuff that's bound to land in a landfill someday.

 

[PeacefulWarrior]

Well, I am guilty of buying over $300 worth of Gravitrax sets. Not mine, but here are examples of what can be done.

Now THATS just ****ing sad. smh

 

[Chock Full o Nuts]

Well, I am guilty of buying over $300 worth of Gravitrax sets. Not mine, but here are examples of what can be done.

I have a Spacerail coaster. Pile of peices and couple coils of track. Was a bitch to build.

 

[dmpi]

I'm guilty myself. Early 2000s I bought two pinball machines. Pinball machines are like old cars. You always have to fix them them.

 

[Captain Adverse]

I have a Spacerail coaster. Pile of peices and couple coils of track. Was a bitch to build.
View attachment 67583032

Make a video and put it up, so we can see how it runs.

 

[Helix]

I play games and toys with my kids when the mood strikes. Legos, puzzles, that kind of stuff. We'll probably get a Nintendo Switch at some point. I've been out of the video game stuff since the first X-Box, so I'm pretty behind the times.

 

[Chock Full o Nuts]

Make a video and put it up, so we can see how it runs.

Mine needs a little tweaking from moving around to get it all running smooth again. But someone else's video.
Everything gotta be just right, especially on the corkscrews.

 

[BirdinHand]

That’s awesome. I love to see people enjoying their lives and hobbies. Life is for living!

My “toys” are gardens and I get to enjoy my childhood love of animals now that it IS my house and my rules (Plotting for chickens now that a Tractor Supply is opening conveniently nearby)

Adult coloring books - and then real books - and attending several monthly different book clubs that I’m a member of. My childhood nerd heart is SO fulfilled getting together with a group of friends and chatting about a book we all read every month.

I have come to love Legos also - thanks to a Lego loving kiddo re-introducing me to them.

 

[anatta]

What's your opinion about this?
A lot of things you referenced aren't toys in the conventional sense. They are sophisticated building sets or complicated games.
I personally think collecting dolls (figures) and displaying them is an odd hobby for an adult but as long as the person isn't going to debt to get them, then

not much, im not into games - except chess.
which is kinna sad since im stuck at the 1600 FIDE level ( even when i played tournaments that was about my rating)
I do keep playing, my FB feed has games from the old masters of the 1800's ( Morphy/Steinitz/Alekhine) as well as the current
hyper-modern school

 

[Roadvirus]

I'm guilty myself. Early 2000s I bought two pinball machines. Pinball machines are like old cars. You always have to fix them them.

Depending on the subject matter/theme, they could be valuable....operational or not.

 

[reinaert]

I buy tarot decks. I don't believe in tarot. I don't do woo. But sometimes, the art.