If you’ve ever seen adults line up for board games, toys, and cute collectibles “meant for children” and wondered, “what’s going on here, aren’t these adults?”, what you’re witnessing is the kidult trend in action. The best way to describe kidults is adults who are reconnecting with their inner child, relishing toys, collectibles, interests, and hobbies once thought exclusive to children.
The kidult trend emerged after the pandemic, when many turned to the nostalgic good old times through board games, Lego sets, and comic collectibles to cope with stress and rediscover joy.
Then companies like Hasbro and Lego noticed adults, including Gen Z, crowding into expos such as Comic‑Con. The adults were buying well-designed nostalgic toys, adult‑centric sets, and high‑end collectibles. Today’s kidults enjoy limited-edition releases, embrace hobbyist communities, and feed their need for self-expression while challenging the notion that play is just for children.
Table of Contents
Does the Kidult market still matter in 2025?
Economic influences
Cultural differences and shifts
Psychological reasons
Popular kidult trends in today’s market
1. Kidult games
2. Toys and collectibles
3. Fashion and apparel
The future: Where the kidult trend is headed
Conclusion
Does the Kidult market still matter in 2025?
With Millennials and Gen Zs being the key drivers of the kidult trend, it isn’t going anywhere soon. In fact, NPD Group and Circana report that kidults now drive around 28% of global toy sales, generating roughly USD 9 billion annually in the United States alone.
Even as children’s sales dip, adult interests are boosting overall global toy sales, thanks to the demand for premium, limited-edition products that trigger nostalgia. The kidult trend is not common in the United States alone.
China’s Bloks Group saw shares rise 82% on a kidult‑driven IPO in Hong Kong. Build-A-Bear, initially focused on kids, now generates 40% of its sales from adults, reaching nearly USD 500 million annually in the U.S. In Australia, Kmart saw a USD 2 billion global market in adult toys. Even South Africa and Brazil are seeing growth as collectibles and nostalgic toys catch on.
In general, there are a few key drivers of this trend:
Economic influences
In a post‑pandemic world, grown‑ups with spending power are turning to premium products like augmented reality, automotive miniatures, and high-end games for joy, play experience, and self-care.
Cultural differences and shifts
The stigma around adult play is reducing. Thanks to video games, comic book films, and the rise of adult hobbies, playtime is now time for self-expression.
Psychological reasons
Modern lives are busy. Nostalgic play is a stress reliever that indulges creativity and improves mental health, making kidult actions comforting and meaningful.
Popular kidult trends in today’s market
1. Kidult games
One thing many kidults have in common is their love for game night. And not just video games, but high-quality, wooden board games that bring people together. Handcrafted solitaire boards, puzzle games, and card sets take you back to the good old times and are an excellent way for consumers to bond with others and enjoy their favorite hobbies amidst a busy adult life.
Scarcity drives excitement and fast sales. Schedule monthly, quarterly, or seasonal drops on gaming products. You can also launch high-quality, high-end versions of your existing products to increase average order value and appeal to collectors.
2. Toys and collectibles
If there’s one part of the toy industry that’s exploded in recent years, it’s the demand for collectible toys and limited editions. Kidults are snapping up Star Wars figurines, action figures, anime blind boxes, and PVC characters because they can help individuals relive their childhood memories and bring joy into daily life.
Even companies like Hasbro have leaned into this trend by designing products just for older generations who never stopped loving their favorite characters.
You can partner with influencers who unbox collectibles or run tabletop game reviews. Their content will go a long way to validate your brand to kidult audiences.
3. Fashion and apparel
It’s no longer strange to see adults wearing cartoon-print hoodies or rocking bold graphic tees inspired by the shows they loved as children. This rise in nostalgic fashion is one of the most evident signs that the kidult trend isn’t going anywhere (at least, not anytime soon).
Between customizable cartoon caps and even “Mommy-and-Me” matching sets, fashion is a fun way for grown-ups to show off their interests and connect with their inner child. Take advantage of this nostalgia by selling items inspired by childhood memories, such as Harry Potter or retro console-themed merch.
Host online “showcase your shelf” events or challenge fans to share their collections to encourage user-generated content. Hashtags like #KidultLife and places like Comic‑Con, Instagram, TikTok, and niche forums unite fans around collectibles. These digital platforms amplify the kidult lifestyle.
The future: Where the kidult trend is headed
According to Herald Insight, the global toy market is expected to reach USD 203 billion by 2034, with kidults fueling the surge. Tech is merging with toys to create app-supported collectibles and even AI sidekicks. Expect more collaborations with entertainment franchises, augmented reality tie‑ins, and eco‑friendly packaging aimed at adult consumers.
Conclusion
More than just playing on nostalgia, the kidult trend is a thriving market segment uniting play with adult comfort, creativity, and self‑expression. The advantages of embracing this market include the high spending power of adults, steady demand that is not limited to just holidays, and organic reach brands derive when kidults share their purchases online.
This presents small businesses and e‑commerce stores with a golden opportunity to design products that resonate emotionally and are built for premium appeal. Whether it be collectibles, apparel, or games, what matters is the experience of joy and childhood wonder that your products are bringing into adult life.
By embracing nostalgia, creating limited-time offers, building communities, and delivering high-quality offerings like Lego, Hasbro, and other kidult brands, small e-commerce stores can connect emotionally with consumers of different age groups and cultures. After all, play isn’t reserved for kids – it’s a universal need that unites us all.
