The Expanding 'Kidult' Market: How Adults Are Reshaping the Toy Industry

The "kidult" market—adults purchasing toys for personal enjoyment—has seen significant growth in recent years, reshaping the toy industry landscape.

Market Expansion

• Europe: Adults accounted for approximately 16% of toy sales in 2023, totaling €2.74 billion.

• United States: Adults comprised 17.3% of total toy sales in 2023, reaching $6.8 billion, an 8% increase from the previous year.

Contributing Factors

• Nostalgia: Adults seek to reconnect with their childhood through familiar toys and characters.

• Stress Relief and Escapism: Toys offer a form of stress relief and an escape from daily pressures.

• Collectibility and Investment: Limited-edition and rare collectibles appeal to adults' desire for unique and valuable items.

• Fandom Culture: Strong fandoms surrounding anime, movies, and other franchises drive demand for related merchandise.

• Increased Disposable Income: A segment of adults has greater disposable income and a willingness to spend on personal interests.

Industry Response

Toy companies are adapting to this trend by developing products that cater to adult interests:

• Anime Mania: The surge in anime-themed toys, including high-end collectibles and detailed figures, appeals to adult collectors who grew up with these franchises or appreciate their artistry.

• Eerie Enchantment: The popularity of toys inspired by spooky themes and mystical elements caters to adults' interest in fantasy, horror, and nostalgia.

• Art-Inspired Building Sets: Companies like Brain Plus Plus are expanding into art-inspired building sets, targeting "kidult" consumers interested in creative and mentally stimulating activities.

The "kidult" market's expansion is not a passing trend but a significant shift within the toy industry, driven by evolving consumer interests and increased spending power among adults. This segment is expected to continue influencing product development and marketing strategies in the foreseeable future.