An Executive Voices Blog by Loo Wee Teck, Global Insights Manager for Toys & Games at Euromonitor International

In an era marked by economic uncertainty, shifting demographics, and digital transformation, one consumer group is reshaping the global toys and games industry: kidults. Kidults are snapping up traditional toys and games with purchases driven by nostalgia, emotional wellness, and a desire for escapism. In fact, these adult consumers have emerged as a saviour of traditional toys and games sales that have been overshadowed by video games.

Who are kidults?

While there is no official definition for kidults, they are typically adults aged 20 and above (even though some companies have expanded the coverage to include teenagers) who actively purchase toys, collectibles, and games for themselves. Adults buying toys for themselves is not a new phenomenon, but the importance of this consumer demographic for toy manufacturers exploded during the pandemic.

Singletons and two-person households are the largest household types today and these form an important base of kidults due to declining birth rates and evolving lifestyle choices. Kidults enjoy greater financial freedom and flexibility compared to couples with children and can afford to indulge themselves.

Why are kidults buying toys?

Kidults are increasingly turning to toys as a meaningful way to reconnect with themselves and others. For many, toys evoke nostalgia, offering a comforting link to their childhood and a time when their lives were simpler and the pace slower. Toys also serve as a form of escapism, providing playful relief from the pressures of adult life. Beyond play, toys and collectibles become tools of self-expression, reflecting personal interests, values, and identity. In the digital age, shared passions for specific franchises or toy lines foster community, where online fandoms and collector groups offer a sense of belonging and connection.

Additionally, celebrities and influencers are adding to the appeal of toys. K-pop idol Lisa’s post with Pop Mart’s Labubu sparked a buying frenzy in Southeast Asia, while Charli D’Amelio and Lady Gaga’s love for Squishmallows helped boost their appeal among adult fans.

What are kidults buying?

Kidults are drawn to toys that blend nostalgia, storytelling, and personal expression. Collectibles and blind boxes from brands like Pop Mart and Funko offer the thrill of surprise and the joy of curating a personal collection. Licensed LEGO sets such as Star Wars and Marvel benefit from strong fanbases and ongoing content, while displayable lines like Botanicals and Technic appeal to adults seeking stylish home décor.

Plush toys are also gaining traction, with sales reaching nearly $5.6 billion in 2025, driven by the popularity of Squishmallows, especially in the U.S. Their soft texture and inclusive character stories resonate with adults seeking comfort and emotional connection. Characters reflect diverse identities, including non-binary individuals and those with disabilities, enhancing relatability.

In Pop Mart we trust: The blind box craze

Pop Mart’s rise reflects the spending power and passion of kidults. In China, its share of dolls and accessories surged to a whopping 70% in 2024. The brand taps into the “China chic” trend, blending traditional culture with modern design to attract young, trend-savvy consumers. Southeast Asia is now its largest overseas market, with sales more than doubling in a year due to rapid store expansion and localised offerings. By August 2025, Pop Mart had opened over 40 stores in the U.S.

What sets Pop Mart apart is its retail-first strategy. While many brands chase online growth, Pop Mart focuses on physical stores. Long queues outside outlets create buzz, drive footfall, and help combat counterfeits. With most blind boxes priced between $10 and $20, they offer an affordable indulgence that fits the impulse-driven shopping habits of kidults.

How are brands engaging kidults?

To win over kidults, brands are rethinking how they connect with adult consumers. Livestream selling, direct-to-consumer platforms, and social media are now essential. According to Euromonitor International’s Voice of the Consumer: Lifestyles survey, fielded January to February 2025, 51% of Millennials have made purchases directly through livestreams, turning entertainment into instant transactions. Bandai, Mattel, Hasbro, and Pop Mart have turned to livestreaming to engage kidults and drive toy sales.

Toy manufacturers are also leveraging AI to transform play into interactive experiences. Cross-industry collaborations are embedding toy IPs into fashion, food, and entertainment, keeping brands culturally relevant. Subscription-based models are also gaining traction, offering curated drops, exclusives, and loyalty perks that keep kidults engaged.

How is the kidult audience expected to evolve?

Kidults are now a core growth driver as child populations shrink and traditional toy sales slow. Nostalgia may spark interest, but sustained engagement needs innovation. Brands must offer fresh formats, tech-driven play, and evolving stories that grow with the consumer.

Community is the next frontier as kidults want to connect and feel a sense of belonging. Brands that invest in customisation, experiential retail, and loyalty programmes will build deeper emotional ties. While legacy players dominate in the U.S. and Western Europe, growth lies in Southeast Asia and Latin America.

Newer brands like Pop Mart and Squishmallows are gaining traction across both developed and emerging markets. Their success is driven by younger consumers who view toys as tools for self-expression. The future belongs to brands that treat kidults not as a niche but as a core audience.

Kidults driving toys and games growth

The rise of kidults marks a transformation in how play is being perceived, not merely a shift in demographics. Emotional value, identity, and digital engagement are now central to how consumers choose toys and games. Innovation, personalisation, and cross-industry partnerships are critical in capturing the hearts of kidults and unlocking new revenue streams. The future of play belongs to brands that treat kidults not as a trend but as a strategic priority.

Euromonitor International helps organizations understand where and how consumers shop through both traditional and emerging retail channels. Comprehensive international coverage and insights as part of syndicated offerings provide retailers, brands, and others in the industry with data and analysis to help guide decisions on investment, expansion and product positioning by category, channel or country. Bridging methodologies based on data science and on-the-ground research, we provide context to strategic and tactical data, helping you answer your biggest challenges and identify opportunities.

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