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.
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.
