Teens and adults—collectively known as "kidults"—are now a pivotal force in the world's toy markets. According to a recent Circana report, these 'kidult' consumers contributed a remarkable US$4.8 billion in toy purchases in Europe alone last year, representing 28.5% of the region's annual toy market revenue.
The Emergence of Kidult Consumers
With a 2.5% increase in the teen and adult (European) toy-buying demographic since 2022, it is notewothry that this trend is particularly prominent in major markets such as the UK, Spain, Italy, Germany, and France. On the flip side, the number of toy buyers under the age of 12 has dwindled by 3% over the past decade, due to an aging population and declining birth rates. Despite this, children still hold the highest annual toy purchasing power, averaging nearly US$316 per child compared to US$100 for teens and just US$10 for adults.
Shifting Market Dynamics
Over the past two years, adults have emerged as the fastest-growing age group in Europe's toy market, driving a 5.5% increase in sales. This surge is driven by enthusiasm for board games and a nostalgic connection to toys from childhood. Similarly, the teen market has grown by 3.3% in the same period, showing continuing strong engagement with superhero franchises from Marvel and DC.
The Power of Nostalgia and Fandom
Nostalgia is a powerful driver in the kidult market, with Star Wars leading the charge: more than half of the brand's total sales are attributed to teen and adult buyers. Pokémon is another key player, leveraging its 25th anniversary with nostalgia-driven booster packs and Elite Trainer boxes, maintaining high engagement among older consumers. And let's not forget one of the biggest contributors to the kidult market: LEGO. In the last four years, Lego’s collection for grown-ups has expanded to 142 sets—roughly 15% of the total sets available in the U.S.
Insights from the US Market
This trend is not confined to Europe. There is increasing significance of the kidult market in the US as well: in Q1 2024, teens and adults spent more than US$1.5 billion on toys, surpassing preschoolers as the industry's most crucial demographic for the first time!
Strategic Opportunities for Brands and Marketers
For brands and marketers, this demographic shift offers a unique opportunity to target a wider range of consumers with disposable income and a deep passion for toys. Potential strategies include:
- Tapping into Nostalgia: Re-releasing classic toys and incorporating retro elements into new products to appeal to nostalgic consumers.
- Expanding Product Lines: Creating sophisticated and collectible toys that resonate with older consumers.
- Tailored Campaigns: Developing targeted marketing efforts that highlight the appeal of these toys to older audiences.
The rise of kidult consumers is transforming the global toy market. As teens and adults continue to drive growth, brands that can effectively engage this demographic will gain a significant advantage. By understanding and catering to the nostalgic and fandom-driven motivations of kidult consumers, toy manufacturers and marketers can discover new avenues for growth and innovation.
Let's work together on your next 'kidult' campaign!
Stacey McDowall
