The kidult trend is sweeping across the globe, as adults increasingly purchase toys and games for themselves. According to research by Circana, one in five toys and games is now bought by over-18s who indulge in the joy of collecting and playing. This shift is driven by a combination of nostalgia, the desire to be part of a fandom universe, and a quest for relaxation amid stressful lives. Retailers are struggling to meet this burgeoning demand, with prices soaring as some toys sell for over £700 due to high interest from adult collectors.
Social media plays a pivotal role in fueling this trend, with millions engaging online through videos showcasing toy experiences. Influencers and enthusiasts are rediscovering old favorites and new brands alike, creating a buzz that drives both virtual and physical traffic to stores. As Melissa Symonds from Circana notes, "Millions of people are watching social media," which is significantly impacting sales and advertising strategies.
The popularity of specific brands like Sonny Angel and Jellycat further illustrates the growing kidult trend. Susannah Streeter highlights how these brands have captured the hearts of adult consumers, emphasizing that "the popularity of Sonny Angel and Jellycat illustrates the growing kidult trend." This surge in interest is not just limited to cuddly toys; iconic brands such as Lego and Ty Beanie Babies are also experiencing heightened demand.
Adults are investing significant sums into their collections, often spending thousands of pounds. For instance, one collector estimated her expenditure on Jellycats to exceed £2,300. Jessica, another avid collector, shares her personal experience: "On payday I treat myself to one or two, and a few more through the month." Her anticipation builds when expecting a new addition to her collection, saying, "When I've had a bad day and I know a Jellycat is on its way, I look forward to seeing it in real life and adding it to my overflowing shelf."
This kidult phenomenon is not only about acquiring toys but also about the therapeutic process associated with them. Elle Lynn, an adult Lego enthusiast, finds solace in building, stating, "I find it quite therapeutic to build. It helps me switch off from a busy high-stress day." Such activities provide a mental escape from the pressures of modern life.
However, the increased demand has not come without challenges. Retailers often face difficulties in keeping up with the rapid pace of sales, resulting in frequent sellouts. The market dynamics are further complicated by resellers who buy coveted items online only to sell them at inflated prices. Susannah Streeter comments on this aspect: "This in turn pushes up the prices which can be charged in private resales."
To cater to this distinct demographic, some retailers have begun offering exclusive experiences such as pop-up shops and events tailored specifically for adult collectors. This strategy aims to enhance customer engagement and satisfaction by providing unique opportunities that extend beyond typical retail transactions.
The motivations behind the kidult trend are multifaceted. Susannah Streeter identifies "a desire to be part of a fandom universe" and the appeal of nostalgia "amid the stresses of adulthood" as key drivers behind this movement. Amanda Hope, another collector, shares her affection for these toys by saying, "They are just so cute and cuddly," adding that "there is something so irresistible about their happy little faces!"
While global toy sales saw a slight decline of 0.6% overall in 2024, collectible toys recorded unprecedented sales figures. Despite the broader market challenges, the kidult trend shows no signs of waning. As Streeter remarks, "collectible toys saw record sales," underscoring the enduring enthusiasm among adult buyers.