HOW GROWN-UPS HAVE NOW HIJACKED PLAYTIME!

We know – the kidult phenomenon isn’t breaking news. It’s been analysed, meme’d, and tracked for years. Adult LEGO builders. Shelves lined with Funko Pops. Nostalgia-fuelled reboots and limited-edition drops aimed at millennials. But while the topic might feel familiar, the scale, speed and seismic impact of this trend has now entered a new phase.

What was once a niche collector’s hobby is now a core growth engine for the global toy industry. And this time, it’s not just about who’s buying. It’s about how it’s reshaping brands, retail spaces, marketing strategies, and product development across categories.

So what’s the new news?

Kidults now make up 28.5% of Europe’s total toy market, worth €4.5 billion – while the under-12 population continues to shrink. The under-12 population in the EU5 is shrinking – in 2024, there were 560K fewer kids than the year before, and 2 million fewer than in 2014.
In 2024, 36% of consumers bought a toy for themselves or another adult – 60% of them were aged 18 to 34.
By 2034, Circana has projected that kidults would account for one-third of all toy sales in the EU.
LEGO, Mattel, and Hasbro have repositioned adult collectors as a central audience, not a side hustle.
Retailers like MINISO, HMV, and Pop Mart are redesigning stores for grown-up fans, not kids.
Events like Comic Con are packed with kidult consumers, drawn to toys for collectability, fandom, and lifestyle.
Toys aren’t just playthings anymore – they’re tools for stress relief, creativity, home décor and self-expression.

Forget what you thought you knew about toys being “just for kids”. Across the UK, Europe, North America, and Asia, adults are reclaiming the toy aisle - and their wallets are wide open. Enter the ‘kidult’: the adult consumer whose love of toys is fuelling one of the fastest-growing, most lucrative shifts in the industry today.

Driven by nostalgia, collectability, stress relief, and even status, kidults are reshaping not only how brands develop products, but also how retailers position themselves. Brands that have moved swiftly to capitalise are seeing serious returns. Those lagging behind? They’re in danger of leaving millions on the table and risking long-term irrelevance.

The Evolution of ‘Kidult’ Culture

The term kidult - blending “kid” and “adult” - isn’t a recent invention. It first emerged in the 1950s in the television industry, used to describe adults who enjoyed content originally designed for children. Cult classics like Thunderbirds were even scheduled in the evening to capture this cross-generational audience. By the 1960s, major publications like Britannica were referencing the rise of the kidult, acknowledging that play, nostalgia, and youthful escapism weren’t exclusive to childhood.

As the decades progressed, this demographic only grew more prominent, especially with the rise of collectible-focused pop culture in the 80s and 90s. Toys, comics, video games - once seen as childish - became symbols of fandom, investment, and lifestyle.

Today, embracing playfulness as an adult is no longer subversive. It’s expected.

The Rise of the Fan Collector

Alongside the growth of kidult culture came the rise of the adult toy collector, turning playthings into serious business:

Nostalgia-Fuelled Demand: Adults reconnect with toys tied to cherished childhood memories, reigniting demand for retro franchises.
Investment Value: Collectable toys became viable assets. Limited editions, collaborations, and rare releases now fetch high sums in resale markets.
Community Building: Online forums, fan conventions, and social media amplified collector culture. Entire communities formed around brands, driving both loyalty and sustained demand.

For brands, this shift fundamentally changed the game. It wasn’t just about selling a product - it became about fuelling lifelong fandom, curating scarcity, and creating cultural status.

The global data: why this trend is too big to ignore

Let’s break down the scale:

Fan events: Where kidult culture comes to life

The rise of the kidult isn’t just showing up on sales reports – it’s showing up at Comic Con, and in queues that wrap around exhibition centres. Fan events across the UK, Europe, and North America are booming, with record attendance and entire zones now dedicated to toy collectables, retro gaming, anime, plush, and lifestyle merch aimed squarely at adult fans.

MCM Comic Con London, organised by ReedPop, regularly draws over 100,000 visitors – and it’s not kids dragging parents along. It’s grown-ups coming for exclusive product drops, meet-and-greets with characters from their childhood, and entire retail zones filled with brands who’ve learned to speak fluent fandom.

We spoke to Chris Brown from MCM Comic Con & EGX, who said “We’ve seen a huge surge in adult collectors and superfans at our shows. Toys and collectables aimed at adults are some of the most in-demand areas of the floor, with queues forming for limited releases, retro brands, and character drops. The ‘kidult’ isn’t a trend – they’re a core part of the fandom economy now.”

For toy and entertainment brands, these events aren’t just opportunities to sell product – they’re brand-building playgrounds for visibility, loyalty and cultural relevance. In short: it’s where the modern toy story unfolds in real time.

Why are adults buying toys? Four core motivators

1. Nostalgia pays

Millennials and Gen Xers are looking backwards to find comfort. Brands like Mattel have capitalised by reviving classic franchises - think Barbie, Masters of the Universe, and Hot Wheels, but now positioned as display pieces, limited editions, or pop culture icons.

Insight: The success of the Barbie film (grossing over $1.4 billion globally) demonstrates how reimagining nostalgic IP can spark cross-category sales from cinema to fashion to, yes, toys.

2. Collectability = recurring revenue

‘Kidults’ are driven by a collector’s mentality. Limited-edition drops, blind boxes, and exclusive collaborations drive repeat purchases, brand loyalty, and a robust resale market.

Example: Funko Pop!’s licensing model capitalises on this, holding over 1,100 licences and reporting revenue north of £900 million, with the majority of buyers aged between 18-45.

3. Display culture & social status

It’s no longer ‘childish’ to have a toy shelf - it’s cool. Influencers, celebrities, and even fashion brands (see Bearbrick collaborations with Chanel and Nike) have transformed certain toys into lifestyle statements.

4. Escapism & mental wellbeing

Toys have become a tool for relaxation and mindfulness. Construction sets, plush collectables (e.g., Squishmallows), and tabletop games like Dungeons & Dragons are embraced as stress relief.

Data point: According to a Deloitte 2024 consumer survey, 38% of adults aged 25-40 said they’ve bought toys in the past year specifically to “reduce anxiety” or “disconnect from technology”.

BRANDS SEIZING THE MOMENT

Hasbro: Doubling down on kidults

Hasbro’s strategy includes premium collector editions, retro reissues, and direct-to-fan platforms like Hasbro Pulse, which fosters exclusivity. They reported that adult-targeted products like Star Wars Black Series and Marvel Legends now represent 40% of their action figure sales.

Mattel: Turning nostalgia Into gold

Off the back of the Barbie movie’s billion-dollar success, Mattel has gone all-in on adult fandom – and it’s paying off. Their Mattel Creations platform continues to build momentum, offering limited-run, collector-grade drops that reimagine classic IPs for grown-up fans. From Hot Wheels and Masters of the Universe to luxury fashion crossovers (like the Balmain x Barbie collab), Mattel is positioning nostalgia as a serious business driver.

And it’s not just the usual suspects. Lines like Monster High Skullectors – with drops themed around cult classics like Beetlejuice and IT – routinely sell out, fuelled by millennial fans who grew up with the brand. Even the long-standing Little People range has had an adult-targeted revival, with its Little People Collectors editions featuring everyone from Run DMC to The Office cast, reimagined in charming, display-worthy form.

In 2023, Mattel’s adult collector range drove a 15% sales increase year-on-year, showing just how potent childhood nostalgia can be when it’s repackaged with precision and a bit of pop culture magic.

LEGO: From playset to premium décor

LEGO’s “Adults Welcome” campaign strategically positioned the brand as an adult pastime. Sets such as LEGO Botanicals and Architecture now account for 25% of their total revenue, with sales surging over 13% in 2023.

Clementoni: The Italian giant going big on grown-up play

The Italian giant isn’t just about childhood development anymore – it’s leaning full tilt into the kidult craze. From Stranger Things licensed puzzles and build-your-own terrariums to a whole shelf’s worth of anime designs, Clementoni is serving up play with serious fandom appeal. And with an even wider range of dynamic, display-worthy launches coming in H2, it’s clear they’re not just riding the trend – they’re building it, piece by piece.

EPOCH: Sylvanian families for grown-ups

EPOCH’s iconic Sylvanian Families line has an unexpected, quietly growing adult fanbase. Many adult collectors are snapping up rare figurines, vintage sets, and creating elaborate miniature worlds. The brand has a golden opportunity to lean into this with collector editions, nostalgic re-releases, or crossover collaborations (think high-fashion Sylvanian drop, or limited collabs with lifestyle brands). It’s not just child’s play - it’s collectable culture at its finest.

EXG Pro: Fan collectables that speak to kidults

EXG Pro already thrives in the licensed collectable space, but there’s room to double down. The 'kidult' consumer craves exclusivity, fandom expression, and nostalgia triggers. Whether it’s deeper partnerships with gaming IPs, film franchises, or even tapping into retro pop culture, EXG Pro is perfectly placed to offer numbered runs, premium display packaging, and cross-generational product drops that aren’t just “for kids” - they’re for the die-hard, wallet-ready adult fans.

Moose Toys & Spin Master: Bridging kids and adults

Both companies have leveraged kidult interest with collectable-driven lines (e.g., Spin Master’s Hatchimals for older collectors, Moose Toys’ Magic Mixies launching premium, limited runs).

RETAILERS REWRITING THE RULEBOOK

Toys”R”Us Asia: Survival through kidults

Facing falling birth rates and a shifting retail landscape, Toys“R”Us Asia has leaned hard into the kidult trend. From themed pop-ups to expanded ranges of LEGO, Bandai, and plush collectables aimed at 18–35s, the result has been a 30% uplift in adult footfall across stores in Japan, Singapore, and Malaysia – no small win.

But while the short-term gains are clear, the long-term strategy raises eyebrows. Prioritising the kidult market to this degree risks diluting their connection with under-9s – the very audience Toys“R”Us built its name on. Only time will tell whether this approach deepens brand relevance or risks leaving younger audiences behind – but for now, it’s a bold bet on where the growth is.

Pop Mart: The blind box boom

Pop Mart’s rise is a masterclass in spotting cultural potential and scaling it with speed. Inspired by Japan’s rich tradition of character IPs, anime, and blind box collecting, the Chinese brand identified a growing appetite for design-led, emotionally resonant collectables – and moved fast to meet it.

In 2023, Pop Mart generated over £1.5 billion in revenue, with more than 70% of sales driven by adult collectors, particularly in the 18–35 demographic. Their model combines scarcity, character storytelling, and repeat-purchase appeal, turning blind boxes into more than toys – they’re moments of surprise, self-expression, and status.

Where many Japanese companies remained focused on domestic markets, Pop Mart took the idea global – expanding aggressively into Europe and North America with flagship stores, pop-ups, vending machines, and a community-first retail strategy. It’s not unlike China’s EV playbook: spot the opportunity, move fast, and evolve the format to dominate the next generation.

Even heritage toy retailers are taking note. Hamleys – one of the world’s largest and most iconic toy stores – has fully embraced the kidult trend, partnering with Pop Mart to open a dedicated concession on its lower ground floor. A clear sign that the kidult audience is no longer a fringe market – it's front and centre.

Pop Mart didn’t just follow the kidult trend – they helped define what it looks like at scale. And in doing so, they’ve turned niche fandom into serious retail firepower.

HMV: Where Pop Culture meets collectors

HMV has quietly reinvented itself from music retailer to pop culture hotspot. Beyond vinyl, it now stocks everything from Funko Pops to gaming merch, tapping straight into the 'kidult' obsession with fandom and collectability. By blending nostalgia with new cult favourites, HMV has become a go-to for adults who aren't just buying music -they're curating their passions.

MINISO, Forbidden Planet, Bandai Namco & more:

In the UK and Europe, retailers are transforming their spaces to cater to the burgeoning 'kidult' demographic, blending lifestyle, anime, and collector products to create immersive shopping experiences.

MINISO: This lifestyle retailer has been rapidly expanding its presence, offering a diverse range of products from cuddly plush toys and licensed favourites like Hello Kitty and Pokémon to everyday essentials across beauty, homeware, tech, and snacks. The recent opening of Scotland's first MINISO store on Edinburgh's Princes Street exemplifies this trend. The launch drew hundreds of eager shoppers, with some queuing from as early as 5 a.m., eager to explore the store's offerings and take advantage of special promotions. This enthusiastic reception underscores the brand's appeal to a wide audience, including adults seeking nostalgic or trendy items. MINISO's Chief Operating Officer, Saad Usman, expressed excitement about the Edinburgh launch and revealed plans for further expansion in Scotland, indicating a strategic move to cater to the growing demand.

Forbidden Planet: Renowned for its extensive range of comics, graphic novels, and collectables, Forbidden Planet has long been a haven for adult fans of science fiction, fantasy, and cult entertainment. Their stores offer a curated selection of merchandise that appeals to both long-time collectors and new enthusiasts, reinforcing their position as a key player in the 'kidult' market.

Animetal: On the edge of Covent Garden - London, Animetal stands out as a true independent – not part of a chain, but a one-of-a-kind destination built by fans, for fans. With its bold, stylish interior and a curated selection of anime figures, plush toys and pop culture collectables, it offers something bigger than retail: personality, passion, and a deep love for the culture it celebrates. A rare gem in a world of big-box sameness and worthy of mention here.

Bandai Namco: The company's London flagship store dedicates entire floors to adult fandom, featuring products like Gundam models and classic retro arcade cabinets. This approach not only caters to nostalgic adults but also creates immersive experiences that encourage repeat visits and sustained engagement.

And as Jo Hall, retail executive and now partner at Mischievous Wolf, puts it "The rapid emergence of this growing and lucrative demographic is breathing desperately needed new life into bricks and mortar retail since, this previously latent consumer is just yearning for the real immersive physical experience... instore... and which they simply cannot replicate nor want ... online! The salvation of 'new' consumer traffic with the inestimable boon of a higher disposable spend could not come at a more critical time to re-energise weary high streets and re-write the play book of an immersive shopping experience - the opportunity is HERE and it is NOW!"

WHERE BRANDS ARE MISSING OUT

Over-segmentation: Brands still focusing marketing budgets solely on “pester power” and parental purchasers risk ignoring the bigger spending demographic.
Lack of experiential play: Adults want more than plastic on a shelf. Brands failing to create immersive retail, online, or fandom experiences (Pop Mart pop-ups, LEGO’s build cafés) lose out on engagement.
Price point paralysis: Some brands hesitate to premiumise. The data says otherwise. Adults are willing to pay more for quality, exclusivity, and nostalgia-driven IP. Premium packaging, numbered editions, even artist collaborations all command higher margins.

The Peril of Ignoring the Kidult Market

The risk isn’t just stagnant sales. It’s long-term brand erosion. The brands winning loyalty now will see lifetime value multiply over decades. Those still sidelining adult audiences will lose cultural relevance, innovation edge, and revenue - fast.

Final thought: Who’s going to own this space?

The data is conclusive. Kidults are reshaping the toy landscape - not temporarily, but permanently. The brands adapting are turning nostalgia and fandom into billion-pound revenue streams. The retailers leaning in are building stores that feel more like cultural hubs.

The question is: Will you evolve and capture it, or leave the door open for someone else?

Want to turn kidults into your most loyal, big-spending customers? We’re pretty good at spotting where the game’s changing - and helping brands lean right into it. Shameless pitch? Probably. Worth a chat? Absolutely. Let’s talk.

Sources: Insight Trends World (2023) - Kidult Trend Accounts for 28% of Global Toy Sales. Retail Dive (2024) - US Adults Spend $1.5 Billion on Toys in Q1 2024. Business Insider (2024) - Adults Buying More Kids Toys in a Quest for Nostalgia and Escape. UK Toy Retailers Association (2023) - Adult Purchases Fastest-Growing Segment. FT.com (2023) - Mattel, Hasbro Focus on Adult Toy Buyers. Pop Mart Financial Report (2023) - 40% Year-on-Year Sales Surge, Driven by 18-35-Year-Olds. Deloitte Consumer Survey (2024) - 38% of Adults Purchase Toys to Reduce Anxiety. Funko Financial Report (2023) - £900 Million Revenue from 18-45 Age Group Buyers. LEGO Group Financial Results (2023) - Adults Welcome Campaign Drives 13% Sales Growth. Mattel Creations Launch Report (2023) - 15% Sales Increase in Adult Collector Categories. Hasbro Annual Report (2023) - 40% of Action Figure Sales from Adult-Targeted Products. Moose Toys and Spin Master Press Releases (2023) - Adult Collectible Growth Strategies. Toys ‘R’ Us Asia Market Update (2023) - 30% Increase in Adult Footfall. MINISO & Forbidden Planet Retail Reports (2023) - Reshaped Retail Environments for Kidults. Bandai Namco UK (2023) - Camden Flagship Store Catering to Adult Collectors. Deloitte Toy Industry Report (2023) - Adult Collectibles as Growth Driver. Empower.com (2024) - US Adults Contribute $6.7 Billion in Toy Sales in 2023. The Guardian (2024) - Collectibles Taking Over Toy Shelves. Paladone.com (2024) - The Revenue Potential of Kidults in Toys & Collectibles. The Current (2023) - Hasbro’s Direct-to-Fan Strategy. Circana Toy Sales Report (2024) - Global Toy Sales Trends Stabilised by Collectibles.

ALL RISE FOR THE REIGN OF THE KIDULT