The Rise of Kidults: Why Adults Are Investing in Toys

Every millennial and early Gen-Z grew up watching cartoons like Pokémon, Dragon Ball Z, and Ben 10, and all of them at a point begged their parents to buy them an expensive Goku action figure, an Omnitrix, Pokémon collectibles, Beyblades, and, of course, we cannot leave out the impossible to get PLAYSTATION. Only a lucky few were able to own even one of them, while the rest of us admired them from TV screens, toy store shelves, or our friends' collections.

Fast forward to today: the highest number of toy buyers are now adults. You might be thinking they are buying it for their children or siblings, but in reality they are buying it to reconnect with their hobbies and their interests that they never got to fully enjoy as kids, finding a simple way to unwind, switch off from work, and take a refreshing break from the demands of adult life.

What Sparked This Thought Process?

It's not just the millennials and early Gen Z that have missed out on their childhood; every previous generation has experienced this and moved on with their lives as responsibilities and duties increased.

So why did these two generations choose a different path?

The kidults were told at every important stage of their lives to “work hard now, and you'll have plenty of time to enjoy yourself later.” They all followed that and now are the major part of today’s workforce all over the world, but in this process, all of them realized that the responsibilities are never going to end. There is always another bill, another goal to chase.

Instead of waiting for the "right time" to enjoy life, most of them decided to enjoy their lives along with it.

This shift in mindset has given rise to what many now call the Kidult generation.

What Kind Of Toys Are Kidults Buying?

Globally, adults now drive 28% of all toy sales. One in four purchases is made by an adult buying for themselves. And most brands have already figured this out. Companies are building adult sets, limited edition collectibles that sell out in minutes online.

But not every adult is looking for a collectible to display on a shelf.

Many are looking for an activity that helps them disconnect from work, reduce screen time, and spend an hour doing something creative. These activities are encouraged through STEM, robotics, and construction toys, providing them a refreshing way to recharge after a long day.